Audacy will be the exclusive, multi-year ad sales and distribution partner for CBS Sports podcasts.
CBS Sports Digital offers more than 65 shows and recorded almost 100 million downloads in 2021. Shows include “Pick Six,” Fantasy Football Today” and “The Early Edge.”
Advertisers that used both over-the-air (OTA) and digital audio saw as much as a 55% lift in sales, according to an Audacy Total Audio study. Audacy promotes an “all audio” buy — in which advertisers bundle AM/FM radio and digital audio.
Jeffrey Gerttula, EVP, digital, CBS Sports and CBS News and Stations, said the alliance would “bring impactful integrations and campaigns to the podcast market.”
Ken Lagana, EVP, digital sales Audacy, added that sports, fantasy sports and betting are areas that have “enjoyed significant success to date and are important to our clients.”
In a recent analysis, Neustar tracked 40 national advertisers’ media plans and found that moving just 1.2% of the spend to audio produced as much as a 23% increase in audio return on ad spend (ROAS).
Edison research shows that 95% of Americans aged 13+ use audio in some form on a daily basis.
Audacy's podcast network reaches nearly one-third of all monthly U.S. podcast listeners, in addition to over 30 million monthly sports fans across Audacy's broadcast and digital sports assets. The company owns more than 500 local audio stations, podcast studios Cadence13 and Pineapple Street Studios, and the Audacy streaming app. It also offers full-sale capabilities for advertisers.