Audacy Spearheads Next Generation Sports Audio Game Plan

The centerpiece of Audacy39s game plan is its 39 sports radio stations which include iconic brands WFAN 1019 FM660 AM WFANFMAM in New York SportsRadio 94WIP WIPFM in Philadelphia and 670 The Score WSCRAM Chicago The stations attract an average 30 million listeners per month and boast beloved local personalities and playbyplay action for dozens of pro teamsquotIncreasingly we39re using those big broadcast pipes to drive interest in digital content and editorial contentquot said Mike Dee pictured below president of sports Audacy quotThe prism through which we look at things is always now multiplatform firstquotAudacy is deploying that model to grow its newest business the quotBetQL Audio Networkquot The network provides audio video and podcast content centered on the redhot sports betting industry and the programming is available across Audacy39s robust portfolio of sports stations the Audacy app BetQL39s mobile apps and popular podcast platforms including Apple and SpotifyThe company has seen a surge in interest from advertisers since legalization of mobile sports betting began to spread across the country in 2018 This led to the company39s landmark deal with FanDuel in November 2020 which was reported by some to be the largest advertising commitment ever made within the radio industryWith sports betting now legal in more than two dozen states Dee said there is an insatiable demand for sports gaming content Audacy is moving quickly to establish a leadership position So far BetQL offers two daily video and audio shows You Better You Bet and BetQL Daily and a weekly show on the NFL playoffs BetQL Countdown to Kickoff Through the NFL season You Better You Bet averaged over 670000 monthly downloads and Dee said it ranks as the no 1 sports betting podcast on the Apple podcast chart Dee said show39s host Nick Kostos is emerging as one of sports betting39s leading personalitiesAudacy is so bullish on the genre that it is rebranding radio stations with a sports betting format In Denver KEZWAM is relaunching as The Bet 1430AM and will carry BetQL39s national programming as well as its own local sports betting shows Audacy has also recently launched a similar station on 931 HD3 in Los AngelesWhether it is sports betting live playbyplay or sports talk Dee said Audacy39s master plan is to meld its local and national content The AMFM stations feature hometown hosts and local team game action and analysis including broadcast rights to 13 NFL teams That39s augmented by national programming and podcasts from Audacy39s digital platform including Audacy39s roster of quotInsidersquot providing unique insight on each pro leaguequotBy aggregating our efforts and distributing them to the markets it is an opportunity for us to provide premier content for our local stations and scale that on a multiplatform basis on a national levelquot Dee explainedAt this weekend39s Super Bowl LV in Tampa Bay Audacy39s local ties and national reach will be on full display 1065 The Wolf WDAFFM in Kansas City is the exclusive broadcast partner and flagship station for the AFC Champion Chiefs As such the station has exclusive access to Chiefs39 players and coaches including star quarterback Patrick Mahomes While 1065 The Wolf will be walltowall with Chiefs coverage Dee said it will share content including interviews with Mahomes with Audacy39s stations and digital outletsquotThere are a lot of media outlets covering the Chiefs but there39s only one who is 247 every day their business partner and has full access to team contentquot Dee said quotWe39ve taken full advantage of that both locally in Kansas City and across the countryquotSimilarly Audacy will distribute national BetQL programming to its local stations and digital channels Dee said the company may even partner with stations they do not own in markets like Iowa and Illinois where sports gambling is legal to syndicate BetQL contentAudacy39s hybrid localnational model is proving successful in attracting more national advertising dollars and bigname brands like Shell MercedesBenz and Indeedcom Dee added By aggregating its audience Audacy can offer the large national reach that bluechip advertisers need to build brand awareness and engagementRecently Dee said another advertising trend has emerged Advertisers are expressing renewed interest in one of Audacy39s timetested radio ad products the live host read Podcast hosts have rejuvenated the format plugging an advertisers39 product or service during a break in their show Sometimes the message is scripted while others are spontaneous and offthecuff Either way Dee said advertisers are attracted to the intimacy and trust between local hosts and their loyal listeners and the halo effect it brings to an advertiserWith its popular radio personalities and podcast hosts Audacy can meet demand for live reads in multiple ways It is another sign of the company39s unique advantages quotIt is a core asset that advertisers want and it has spilled over to all aspects of our business There is unprecedented interestquot Dee saidClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Audacy Spearheads Next Generation Sports Audio Game Plan

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Alli Romano

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Audacy Spearheads Next Generation Sports Audio Game Plan

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