CBS Takes On ESPN Radio

CBS is launching a sports radio network that will compete with Walt Disney’s ESPN Radio, highlighting broadcasters' latest efforts to monetize lucrative sports content.

CBS Sports Radio will be a partnership with Cumulus Media Inc., which will distribute CBS content to radio stations nationwide, including 67 stations owned by Cumulus. Cumulus will end its existing ad sales and distribution arrangement with ESPN, and won't renew syndication deals with ESPN at its own radio stations. ESPN's relationship with its affiliates -- which it arranges independent of Cumulus -- won't be affected. As it launches later this year, CBS Sports Radio will reach close to 10 million listeners at the country's 50 biggest radio markets, CBS said, including 90% of the top 10 radio markets. ESPN's Audio division reaches around 24 million listeners per week through its own stations and affiliates.