2026 Barrett Media Audio Summit Presented by Point to Point Marketing Day 2 Recap

Day 2 of the 2026 Barrett Media Audio Summit Presented by Point to Point Marketing is taking place inside the SVA Theater in New York City. Barrett Media Sports Editor John Mamola is passing along key takeaways from this year’s sessions and speakers.

Check back throughout the day to find out what you’ve missed.

Barrett Media President Jason Barrett opened day two of the show by welcoming attendees to the SVA Theater in New York City. He began his opening thoughts by thanking the number of sponsors for the event, many of which were present in the audience. Referencing the band Shinedown, he talked about how much changed in the past year. With Barrett Media, the business has expanded into video, social, and better planning and partnering with Yahoo Sports. Partnerships are a big deal.

Then, Barrett talked about how Google has changed their search and the entire internet with AI overviews. How link posts on social media are no longer getting click throughs. Yet, some of the more powerful brands on social continue to post link throughs on social media and getting little return.

When Barrett questioned the digital strategy, it was unclear what brands are deciding what that means. With everything being more competitive than ever, digital competition now extends to every streaming platform. He questioned how brands are selling their digital product when there’s more competition for advertisers to put their dollars at.

9:10-9:50 AM: 39 Strong

• Justin Craig (ESPN Radio)
• Mitch Rosen (104.3 The Score)
• Scott Shapiro (FOX Sports Radio)
• Armen Williams (Westwood One Sports)
• Moderator: Jason Barrett (Barrett Media)

Reflecting on 39 years ago, Barrett opened the panel with talking about how far the country and the format has come since launching sports radio 39 years ago. In reflecting on that journey over the 39 years, Shapiro said the growth of the format is “truly exceptional.”

“Find anyone who can holds your attention in two to five minutes who can hold your attention. We [sports radio] have talent that can do that for hours at a time,” said Shapiro.

He went on to talk about how social media is divided, but sports brings people together. The goal is always about companionship and sports radio has done a great job bringing people together.

Rosen talked about how sports radio is no longer radio, and sports radio talent are no longer on-air personalities. Instead, it’s about content distribution and influencers. That’s been the single biggest change so far within the industry to him.

Justin Craig believes the message and goal hasn’t changed for sports radio. He discussed that Mike Golic Jr, for instance, returned to ESPN Radio because of the connection that he has with the listening audience. He gets the business.

Barrett then shared a clip from St. Johns mens basketball coach Rick Pitino talking about leadership. Referencing confidence in your approach when it comes to playing the hits and talking about what sports matter to people. There is a world for sports fans where it comes to deciding on what hits that’s more segmented than ever.

Armen Williams says that it’s more about passion than popularity. You can lead with what typically plays with a traditional sports radio audience, but you can absolutely find topics of conversation that plays to different audience outside the hits. Craig built on that point talking about the relationship talent have with their audience. That is what leads the topic selection, because the listeners will tell you what happens to be the hit. It’s all about connection.

Rosen was asked about what his approach is, and he admits that all brands are not created evenly. He referenced how he works with talent about playing to the bigger local team headlines instead of what may be trending nationally. Local markets are different than national syndicators.

Shapiro says it’s all about trusting your host of knowing what the topics are that hit. However, it can’t be too formulaic. He talked about how he used algorithms to determine what’s been popular with the national audience. It’s more about being true to your audience, but also prepping and how you educate your audience.

Regarding digital, Rosen talked about how sometimes content on digital and Nielsen may not correlate. He talked about how technology aids the programmer in finding out what hits and misses, but it’s not an exact science in determining success.

Barrett then shifted to how these programmers search out for the next generation of who could be the faces of the sports radio industry. Williams shared his approach on the next stars of sports radio are not going to come from radio itself.

“We could teach anyone how to do radio, but you can’t teach people how to entertain and enlighten the listening audience,” said Williams. In talking about Westwood One Sports and their lineup that launched in December, his strategy revolved around beginning with reels on Facebook/Instagram to find out if they can entertain in short form versions.

Shapiro referenced the upcoming decisions about how he’s approaching the replacement of Dan Patrick and Colin Cowherd. He said that it’s never been easier to search out talent across the country. There’s talent everywhere, and proof of concept lives online and is able to be found. “There’s so much talent out there that we’re in such a positive position for the industry moving forward,” said Shapiro.

Rosen talked about his approach in finding talent with Chicago roots that also has that youthful voice. It’s a balance between old school and leaning on the success of the past, and what’s going to have to be the next voice. Also in the programming role, it’s about identifying the next programmers as Rosen stated he’s not planning to remain in the business for another ten years.

Barrett then shifted to how he’s using AI to help guide the business model of the business. He then asked what these programmers are actually doing with AI to benefit the brands they represent.

Williams says that AI is helpful with consolidating time on creating documents mainly in his approach. However, when it comes to the content discovery, it’s not 100% accurate.

Craig talked about how AI is not there to replace, but enhance how he approaches his business and the day-to-day.

Rosen said he’s used AI for a campaign for an “I Score” on air imaging example. Throwing data into a prompt

Shapiro talked about different AI services that helps create clips from the radio programs for social. However, it’s more about finding the right content and how it will work on social video. He then talked about the need to ensuring you’re double checking your work with AI, and not leaning into all the data all the time. Craig then built on Shapiro’s comments talking about scripts being written and the faults of not having the personality of what makes an ESPN Radio talent.

Rosen then said he doesn’t feel AI will ever truly replace a local talent or imaging voice because of the faults that still exist with the AI.

When it comes to what is important with show success, Shapiro then talked more about ratings, revenue, and relevance are the keys to success. Craig then referenced how the consumer connects with programs outside of their daypart on the digital front. That’s the relevance he focuses on with ESPN Radio. Williams says it’s all about a content statement and using whatever data you have at your disposal. However, six months in with Westwood One Sports, it’s tough to tell if something has been successful or not just based on time.

Rosen echoed the success of The Score podcast consumption on the Audacy app. But also getting out and about around town is a good sign of impact. While not scientific, it’s a good sign of the impact that your talent have on a daily basis.

When asked to predict what will be hot over the next 5-10 years, Rosen said the one element that will become huge for success is interacting with the audience during off air moments during events through all the platforms at once. Craig echoed Rosen’s words about finding a way to relate to the audience in that moment with events. Williams said it doesn’t matter what platform you’re on, it’s all about trust. Shapiro talked about the impossibility to predict, but every metric says that sports is the hottest piece of content and the audio that accompanies it. That’s the best place to be if you’re in sports radio.

9:50-10:30 AM: Winning Back The Wallet

• Dan Seeman (Hubbard – Minneapolis/St. Paul)
• Natalie Marsh (Lotus Broadcasting – Las Vegas)
• Christine Travaglini (Katz Media Group)
• Michael Spacciapolli (Audacy)
• Moderator: Lee Davis (Front Porch Media)

Davis opened up his commentary discussing how sports radio can never enough revenue earned. He then threw the question about revenue status across the sports radio industry. Marsh said business is good in her home market of Las Vegas. Spacciapolli talked about the strength of the format with Audacy, but he wishes he had more sports radio stations to sell. Seeman talked about the shift from sports radio to podcasting and video, and how it’s driving all types of revenue on every platform. Travaglini said that there is a good healthy balance now with Katz Media, even if local spot is slightly down.

When asked about the focus of these corporations on sports content, should the format/industry sell more with sports when it comes to a cluster sell.

“Sports is a door opener for us. It helps us sell across all the platforms and give you a full 360 view,” said Marsh. “It’s very helpful for us in our market.”

Spacciapolli said that sports is just different. Every seller in every market that has a sports entity has the best boost to help drive more revenue. Seeman is a big believer in the brand itself in his home market of Minneapolis/St. Paul. However, the power of the sports brand does drive a lot more attention than any other brand.

When it comes to a national advertiser, Davis asked who these markets are competing with. Marsh said the biggest competition comes from the partners in the local market of Las Vegas, but also competing with everything on digital from the biggest companies in the world. Both Spacciapolli and Seeman echoed those words talking mainly about how the local teams have entered the digital content space more over the past couple of years.

Davis then asked if it’s important to shift away from the radio when it comes to earning agency dollars. Spacciapolli said it’s absolutely necessary to shift away from the radio piece to earn those advertising dollars. Travaglini talked about the biggest selling point being finding an attachment to the teams and brand themselves. Utilizing local talent for advertising in local markets, and also tickets from the franchises also helps secure those advertising dollars as well.

Davis then turned to a reference by New York Knicks owner James Dolan talking about not who you play, it’s how you play when it comes in reference to earning advertising dollars. Marsh followed the example provided saying you can’t control everything. It’s more about making everything a win win for everyone involved. Tickets and entry points to team events do help, but the access is key to providing something no one else can provide.

Spacciapolli then talked about how Audacy builds their sports radio brands into a franchise of their own just like any other sports franchise in town. Travaglini then spoke about how you track success is if clients continue to come back year after year and season after season.

Seeman then opened up about the evolution of SKOR North from radio to digital. He said that the ratings at the time told the only story when it came to advertisers. Now, some years later, after the shift to podcasting and digital, SKOR North is now defined by the digital reach and footprint it’s established compared to just Nielsen ratings.

When Seeman was asked about how to pitch an advertiser on sports radio in 60 seconds, he leaned on the unification of what sports provides.

“There’s few pieces of content that does that, and sports does it. Who doesn’t want to be associated with that,” said Seeman.

Outside of the passion and loyalty that sports radio provides, Spacciapolli talked about the endless amount of creativity that the format provides for advertisers on all platforms. March spoke to the engagement of sports radio being the best selling point for an advertiser. However, when it comes to struggles with the conversations, Travaglini says the price structure is a little misguided. There needs to be more of a 360 approach to the agency and the advertiser together, and must be sold at such a higher level because of the content and the passion that comes with it.

Seeman says the difficulties now lie in the amount of competition that have invaded the sports content ecosphere. It’s harder than ever to break through the clutter of all the other messages where an advertiser can get their messaging heard.

In regards to play-by-play, with the higher costs of rights-fees on stations, from a sales standpoint that adds more pressure. Marsh didn’t deny that sports radio is an expensive format to run. However, when it comes to a deal with any team, it comes down for if you feel that you can monetize the rights being on your station. When asked about the local media rights deals in Pittsburgh, Spacciapolli said it comes down to risk with navigating rights deals. The station’s current deal with the Pirates pays the station in trade for inventory coming back to the team. However, as lucrative as the Steelers’ media rights could be, it doesn’t make a lot of fiscal sense for Audacy.

Regarding WGR losing the Buffalo Bills, Spacciapolli talked about how the morale dipped when the team took away the rights and moved to a competitor after many years. Seeman, who’s reference that SKOR North does not have any local media rights, says having rights is a double edged sword. Especially when it comes to content, it helps that you don’t have to ensure that the content fits the best model all the time for the good of your partners.

In regards to content, Davis asked about what the panel has learned about content since they’re solely focused on sales. Marsh talked about how winning on the field matters compared to the opposite. Positive vibes and finding ways to make the experience for the fanbase entertaining for the listener. Spacciapolli said the biggest item he’s learned that its good to have a brand manager that understands the role of sales and how it can fit and integrate into content.

Seeman said his talent understands that revenue is the most important part of having conversations about sales integrations with content. That relationship can only lead to more success.

10:30-11:05 AM: The AI Advantage

• Daniel Anstandig (Futuri)

11:15 AM-12:00 PM: Setting The Standard

• Boomer Esiason (WFAN – New York)
• Gregg Giannotti (WFAN – New York)
• Craig Carton (WFAN – New York)
• Moderator – Jason Barrett (Barrett Media)

(BEGIN HERE)

1:00-1:40 PM: The Transfer Portal Of Sports Media

• Josh Pate (On3/ESPN/Yahoo Sports)
• Paul Finebaum (ESPN/SEC Network)
• Moderator: Kevin Clark (Omaha Productions)

(BEGIN HERE)

1:40-2:20 PM: Field Of Streams

• Kraig Riley (93.7 The Fan – Pittsburgh)
• Matt Moscona (104.5 ESPN – Baton Rouge)
• Rod Lakin (Sportsradio 94WIP – Philadelphia)
• Paul Mason (104.5 The Zone – Nashville)
• Moderator: John Mamola (Barrett Media)

(BEGIN HERE)

2:20-3:00 PM: Raising The Stakes

• Brandon Tierney
• Jake Asman
• Joon Lee
• Moderator: Damon Amendolara (SiriusXM Mad Dog Sports Radio)

(BEGIN HERE)

3:10-3:50 PM: Sports Talk’s Front Seat Advantge

• Juan Galdamez (Xperi)

3:50-4:30 PM: Sports Without Borders

• Mike Foss (ESPN)
• Ryan Spoon (Yahoo Sports)
• Peter Gianesini (Sinclair)
• Moderator: Chad Millman (The Volume)

(BEGIN HERE)

4:30-5:00 PM: Sports Media Awards Ceremony

The Mark Chernoff Award – Winner: Eric Spitz (SiriusXM Radio)

The Jeff Smulyan Award – Winner: Chris Oliviero (Audacy)

The Lifetime Achievement Award – Winner: Paul Finebaum (ESPN/SEC Network)

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.