The present disclosure relates to the field of multicast/broadcast transmission of content data. A method embodiment for controlling transmission of a PTM service from a content source 102 to a plurality of recipients 120, 122, 124 in a service area, wherein the service area is arranged at a higher hierarchy level and comprises a plurality of local areas arranged at a lower hierarchy level, comprises receiving location information indicating a location in the service area; determining an input traffic load of the PTM service to be transmitted to the service area; selecting the service area or a subset of one or more of the local areas contained in the service area as a destination area for the PTM service, wherein the selection is based on the received location information and the input traffic load; and controlling transmission of the PTM service to the selected destination area.