NBC Sports Deepens Digital Audio Push With Triton Digital Deal.

NBC Sports is signaling it plans to do more in the podcast and digital audio space as it signs a deal with Triton Digital to leverage its hosting, monetization, audience measurement, and audience insights tools.

“Podcasting continues to be an important and growing part of our broader digital audio strategy,” said Aileen Sokol, VP of Content Partnership Development at NBC Sports. “Working alongside Triton Digital allows us to better understand our growing audiences and deliver reliable, consistent measurement to advertisers.” 

As part of the collaboration, NBC Sports will utilize several Triton Digital solutions, including Omny Studio for podcast hosting and distribution, Triton Ad Platform (TAP) for audio advertising monetization and campaign management, Podcast Metrics (PCM) for podcast measurement and analytics, and Demos+ for audience demographic insights.

“We’re really excited to work with NBC Sports and support their continued growth in podcasting,” Triton President/CEO John Rosso said. “Premium media companies are investing heavily in digital audio, and they need infrastructure they can trust to scale audiences and monetize effectively. Our goal is to make that easier — bringing together hosting, measurement, and monetization in one place so teams can focus on creating great content.” 

NBC Sports currently produces a handful of podcasts, including series like “PFT Live” with Mike Florio, “The 2 Robbies” with Robbie Mustoe and Robbie Earl, “Got Next” with Zora Stephenson and Meghan McKeown, and “Rushing the Field” with Nicole Auerbach and Joshua Perry.