For Brands, Super Bowl LXI Audio Opportunity Knocks.

iHeartMedia is making the case that Super Bowl LXI in Los Angeles is a major opportunity for brands to reach consumers through audio, podcasts, streaming, influencers and live experiences.

The company notes that the NFL reaches 205 million fans in the U.S., making football one of the nation’s most powerful cultural forces. For marketers, iHeartMedia argues that audio offers a way to connect with those fans through trusted personalities and programming across broadcast radio, podcasts, streaming platforms and social media.

One of the company’s primary offerings will be iHeart Live at Radio Row, where it will produce more than 50 live episodes and shows from sports properties including the NFL Podcast Network, The Volume and Fox Sports Radio. Brands can participate through show integrations, sponsored segments, social storytelling and distribution across audio, video and podcast platforms.

The Dan Patrick Live Studio will provide another opportunity for advertisers to associate with the veteran sports-media personality. Operating from the Super Bowl host city throughout the week, the studio will feature athletes, media personalities and cultural figures. Brand opportunities include host-read messaging, branded content, social amplification, newsletters and integrations within the show’s programming.

The Volume also will host its annual Super Bowl Bash, which iHeartMedia describes as a gathering of sports executives, creators, tastemakers and other influential personalities. Brands can participate through experiential elements, content creation and integrations tied to Colin Cowherd’s programming and audience.

At the iHeartRadio Theater in Los Angeles, the NFL Podcast Network Live Show will give brands access to live recordings featuring NFL-focused talent. The company says advertisers can use live experiences, host storytelling, social content and cross-platform distribution to engage fans.

And the NFL Tailgate Concert Broadcast will provide another avenue, with brands able to associate with the NFL’s official pregame concert through national radio broadcasts, streaming and promotional support across iHeartMedia platforms.

The company also plans special Super Bowl-themed episodes across iHeartPodcasts, allowing advertisers to work with hosts covering sports, pop culture, lifestyle, comedy and entertainment. iHeartMedia said advertisers can also use its platforms to amplify existing Super Bowl campaigns before, during and after the game through radio, podcasts, streaming, social media, video and creator content.

The company’s pitch extends beyond Super Bowl week. iHeartMedia said its sports network reaches 75 million monthly listeners, while the NFL Podcast Network has more than 16 shows and 34 hosts and generates more than 2.5 million monthly downloads.

“Super Bowl LXI is the perfect example of our ability to create incredible experiences for fans and brands alike,” says Jamie Cutburth, EVP Marketing, iHeartMedia. “From Radio Row to the Tailgate Concert to the conversations happening across our podcast network, we’re meeting fans wherever their passion for football takes them — and giving brands a way to be part of those moments authentically, not just during the game, but all week long.”

According to iHeartMedia, audio integrations can produce measurable benefits beyond awareness, including an 83% increase in social performance, a 109% increase in digital and social engagement and a 47% increase in branded search activity.

The figures underscore iHeartMedia’s broader argument that audio can give Super Bowl advertisers a way to maintain consumer engagement beyond a single game-day commercial, using personalities, content and multiple platforms to extend a campaign throughout the event.