It came like a LeBron James fast break in the fourth quarter. Audacy announced it would launch an all-sports station in Los Angeles in less than two weeks. 97.1 The Fan was billed as the first-ever FM all-sports audio brand in the history of the ‘City of Angels.’
The release didn’t share details about the lineup, syndication partners, or franchise play-by-play rights. That omission left plenty of speculation about what an FM sports talk destination could mean for the nation’s second-largest market. A market that has never truly been a dominant force in the sports radio landscape nationwide.
There’s speculation not just about the lineup, but also the strategy behind the decision. Taking the 97.1 frequency from a heritage news brand like KNX adds another layer, one Garrett Searight addressed yesterday. Many factors go into a move like this, but is there enough opportunity to justify a third sports station in Los Angeles?
Let’s give credit where it’s due. Audacy, especially under Chris Oliviero’s leadership, values sports radio on the FM dial. There’s a reason why so many of Audacy’s brand managers finish in the top ten of the annual Barrett Media sports radio program director rankings.
For far too long, companies have delayed the inevitable. Sports radio not only should be on FM, but it needs to be on FM. Yes, sports radio is expensive, but it’s also one of the most reliable formats for generating revenue. It needs FM to re-enforce that revenue push.
Between over-the-air reach, talent endorsements, and major opportunities in podcasting and digital, sports radio continues to serve as a lifeboat for many clusters across the country.
With the launch of 97.1 The Fan in Los Angeles, Audacy now has nine of the top ten markets featuring its sports radio brands on crystal-clear FM signals. This year alone, the company added FM to heritage brands like The Score in Chicago and WGR in Buffalo. Based on that pattern, I would expect SportsRadio 610 in Houston to make the shift relatively soon.
However, regarding the station itself, here are three questions about its potential impact and long-term vision.
#1 – Does sports on FM matter in a market like Los Angeles?
Los Angeles is not New York, Chicago, or even Detroit. While the city has a rich sports history, its passion has never matched its market size. It’s filled with transplants, tech, and high costs of living. Although the population remains large, it is also experiencing one of the biggest declines in the country.
ESPN once tried to make Los Angeles a second home for SportsCenter, only to shut it down last year. The city hosts major events like the Super Bowl, World Cup, and Olympics, but those are short-term boosts, not long-term drivers.
The market also sits just hours from Silicon Valley, where big tech dominates. California leads the nation in electric vehicle usage. Companies like Google, Netflix, and Apple all call the state home.
Based on the latest Jacobs Media TechSurvey, sports radio is now consumed more on digital platforms than broadcast. In a state driven by tech, it’s fair to ask whether audiences have already shifted away from FM signals.
#2 – Is there opportunity to cut through?
The market is already controlled by two established brands. ESPN LA (710 AM) has more than two decades of history, strong talent, and multiple franchise partnerships. It has been the home of the Los Angeles Lakers since 2009. The station also partners with the Rams, Angels, Kings, LAFC, and USC Athletics.
It’s also a digital powerhouse, with strong engagement across social and streaming platforms. Operated by Good Karma Brands, the station no longer relies on Nielsen ratings but still presents a compelling story for advertisers.
iHeartMedia’s AM 570, while offering less local programming, has a major advantage. It is co-owned by the Los Angeles Dodgers, the market’s most successful franchise in recent years. The station also holds rights to the Clippers and Chargers, with some Chargers broadcasts airing on sister station KFI. In addition, AM 570 carries Westwood One NFL and college play-by-play.
So where does that leave Audacy?
The most logical move would be securing FM rights to the Los Angeles Rams from sister station 93.1 Jack FM. Launching an FM sports station without premium play-by-play rights would be a major gamble. Those rights drive audience growth and brand identity in ways talent or frequency alone cannot.
Then there’s the lineup, which remains unclear. In Los Angeles, familiarity matters. The market responds to recognizable voices. Several talents with deep ties to the city remain viable options, including Keyshawn Johnson, Max Kellerman, and Marcellus Wiley.
I would also expect Jim Rome to be considered for a return as part of the Westwood One Sports lineup. His absence from the LA market has been noticeable, and his return would make an immediate impact.
As the station launches, it needs a splash talent(s) to get immediate buzz about the brand. FM alone just simply won’t do it.
#3 – How committed is Audacy to FM sports in LA?
In Los Angeles, you can’t afford to miss. Audacy likely weighed the impact of removing KNX from 97.1 FM. KNX performed well on FM and ranked as a top news outlet in recent Nielsen data. It’s also one of the top billing stations in the country.
So the question becomes whether the upside of an all-sports format outweighs the risk of weakening a proven brand. KNX will remain on an HD2 channel, but that platform cannot match the reach or impact of a full FM signal.
Recent history supports that point. Audacy has already moved several sports brands from HD2 channels to full FM signals to increase impact.
Meanwhile, AM radio continues to decline. Automakers are pushing to remove it from vehicles. Congress continues efforts to preserve it, but usage trends remain low, especially among younger audiences. KNX, a consistent performer, could take a hit if this bet doesn’t pay off.
Overall, I’m curious where things will stand a year from now. Or if Audacy will give it a year in a ecosystem of instant results. Also, is FM is a game changer in LA, could it push competitors like iHeartMedia and Good Karma Brands to follow?
Can 97.1 The Fan break into the digital and social space dominated by ESPN LA and AM 570? Any startup on the digital front has a tall task ahead with giants driving the social engagement online.
Can a live and local format thrive in a city driven by transplants and tech? As much as an FM signal may be sexy in some midwest and northeast locations, out west could be different.
In many ways, this move feels less like a safe rollout and more like a very calculated swing. Audacy isn’t just launching another station. It’s testing whether FM can finally unlock a market that has resisted the format at scale like other large markets.
Los Angeles has always played by different rules. Star power matters. Access matters. And increasingly, convenience matters most. If 97.1 The Fan succeeds, it won’t be because it’s on FM. It will be because it offers something the others don’t. With the management team in place, I fully expect that’s the goal. Be different in a town full of differences.
Because here’s the reality. Being on FM might get you in the game, but it won’t win it for you. If Audacy breaks through in Los Angeles, it validates the company’s aggressive FM strategy nationwide.
If it doesn’t, it raises serious questions about whether signal strength still matters in a market driven by choice and technology.
Either way, 97.1 The Fan isn’t just a new station. It’s a referendum on where sports radio goes next.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
