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Broadcast companies consider changes to podcast promotion on sports radio

Yahoo Sports • 1 min read • Latest: Jun 22, 2026, 4:04 AM

Last updated Jun 22, 2026

Broadcast companies consider changes to podcast promotion on sports radio

Summary

Recent discussions around sports radio highlight the need for broadcast companies to rethink how they promote podcasts. A study by Sounds Profitable and JAR Podcast Solutions revealed that only 9% of listeners discover their favorite podcasts through radio commercials, prompting calls for a more tailored approach. Issues persist when local stations promote content that does not resonate with their audience, such as unrelated soccer podcasts. Feedback from programming professionals indicates a desire to prioritize relevant content and reduce commercial breaks to enhance listener engagement.

Source Links

Yahoo Sports

By the Numbers

•Only 9% of listeners discover podcasts through radio ads.
•Local stations often promote irrelevant podcast content.
•Long commercial breaks may lead to audience tune-out.
•Rethinking promotions could enhance content relevance.
•New strategies may drive podcast awareness and engagement.

Latest Updates

4:04 AMYahoo Sports — Broadcast Companies Must Rethink Podcast Cross Promotion on Sports Radio Stations

What they're saying

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"Broadcast radio remains one of the most powerful promotional tools in media. But power without precision is wasteful. If companies want better results, they need a cross-promotional model that reflects how audiences actually discover content today." The post Broadcast Companies Must Rethink Podcast Cross Promotion on Sports Radio Stations appeared first on Barrett Media.
— Yahoo Sports

Related Teams & Leagues

Soccer