DAX US this week announced a collaboration with Learfield, establishing the advertising exchange as the sales partner for live college sports digital audio streams spanning more than 200 collegiate institutions. The partnership creates new advertising inventory for brands targeting college sports audiences during basketball tournaments and throughout the fall football season.

The arrangement provides advertisers access to live play-by-play coverage across Learfield's extensive network of collegiate broadcast partners. Fans can stream games in real time while advertisers reach audiences during live sporting events through programmatic audio advertising capabilities. The agreement begins with college basketball postseason coverage and extends into the college football season.

"Learfield is excited to work with DAX US to expand the reach and monetization of our digital audio streams," said Tom Boman, VP-Broadcast at Learfield. DAX's expertise in audio advertising and digital distribution makes them an ideal partner as the company continues to innovate and grow its live sports offerings, according to Boman.

The partnership arrives as digital audio faces chronic underinvestment despite commanding 20% of consumer media time. Audio receives only 2.9% of digital advertising revenue, creating what analysts term a 22% engagement gap that represents untapped potential for marketers. Live sports content provides unique advantages for streaming advertising compared to on-demand programming, generating simultaneous large audiences that represent increasingly rare opportunities in fragmented streaming landscapes.

DAX US operates as a digital advertising exchange owned by Global, connecting brands with audiences across music, radio, podcasts, and mobile games. Through the exchange, advertisers can reach more than 108 million listeners with formats, targeting, and effectiveness tools. Premium publisher brands on DAX include Deezer, LiveOne, AccuRadio, Live365, and HitsRadio.com.

Learfield represents more than 200 of the nation's top collegiate properties including the NCAA and its 89 championships, leading conferences, and prestigious universities. The media and technology company powers college athletics through digital and physical platforms, leveraging deep data sets and industry relationships to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties.

The company's history dates back to 1972, when Clyde Lear and Derry Brownfield started a farm radio network heard over six Missouri stations. Through various mergers and acquisitions, Learfield evolved into the leading media and technology company in college athletics. The organization was created in 2018 through the combination of Endeavor's IMG College division and Learfield Communications of Missouri, managed by Atairos Group.

IMG College was formed from the acquisition of Host Communications and The Collegiate Licensing Company in 2007. Host Communications was founded in 1974 and created one of the first college sports multimedia contracts with its creation of a radio network for the University of Kentucky. ISP Sports was acquired in 2010, providing sports marketing and broadcast services for collegiate athletics across the United States.

At the conference level, Learfield represents The American, A10, Big 12, Conference USA, Horizon League, MAC, MEAC, OVC, SEC, and WCC. The company also individually represents the NCAA, the Heisman Trophy, and 26 Bowl games. Learfield represents more than 150 universities in multi-media rights and more than 200 universities in trademark licensing.

The partnership enables several specific capabilities for advertisers. They can place audio ads directly within live college sporting events, reaching fans during marquee moments including college basketball tournaments, the college football season, and beyond. Advertisers align with Learfield's premium collegiate sports content while engaging passionate, loyal audiences in real-time listening environments.

"Becoming Learfield's key sales partner and securing access to their thrilling, high energy digital audio is so exciting," said Brian Conlan, President of DAX US. The partnership gives advertisers a brand-new opportunity to get involved with the anticipation and emotion of live college sports during huge moments that matter to students and sports fans alike, according to Conlan.

The technical infrastructure supporting programmatic college sports audio advertising has developed substantially throughout 2025. Audio advertising infrastructure continues adapting to live sports requirements, with platforms developing capabilities that match efficiency standards established in display and video advertising channels.

DAX recently partnered with DISQO to provide brand lift measurement across podcast and streaming audio inventory, addressing persistent measurement challenges in digital audio advertising. The measurement platform enables DAX to design, launch, and monitor campaigns with real-time reporting of brand lift metrics. Beyond traditional brand key performance indicators, the system measures how audio impacts consumer journey actions including website visits and online search.

Programmatic audio infrastructure has expanded substantially throughout 2025, enabling automated advertising transactions across major platforms. SiriusXM Media reported 33.5% year-over-year increase in podcast programmatic revenue in the U.S. during 2024, with 25% of total U.S. digital audio spend transacted programmatically. This growth reflects platforms developing capabilities that match efficiency standards established in display and video advertising channels.

The partnership positions DAX US within the expanding ecosystem of programmatic sports audio advertising. Live sports streaming monetization demonstrates significant momentum as traditional viewing habits continue their digital transformation. FanDuel Sports Network achieved 25% year-over-year increase in total impressions served through programmatic platforms in 2025.

College sports content represents valuable inventory for advertisers seeking engaged audiences. The passionate fanbase surrounding collegiate athletics creates deep emotional connections that extend beyond professional sports audiences. Students, alumni, and local communities demonstrate loyalty patterns that distinguish college sports from other categories.

The timing of the partnership aligns with critical moments in the collegiate sports calendar. College basketball tournaments generate substantial viewership engagement, with fans following teams through championship paths. The postseason represents peak attention periods when audiences demonstrate heightened engagement with game broadcasts. Fall football season similarly commands significant attention across collegiate markets, with regional rivalries and conference championship implications driving viewership.

Audio advertising production barriers have historically limited access to the format, often requiring professional voice talent, recording studios, and multi-week production cycles. Recent platform developments have introduced self-serve tools with AI-powered creative generation supporting 60+ languages, compressing production timelines to seconds for creative generation and under five minutes for complete campaign launch.

The measurement gap between listener engagement and advertiser spending has persisted across multiple industry analyses throughout 2025. Research indicated audio accounts for 31% of consumers' total media time but receives only 9% of advertising budgets, creating a 22% engagement gap that represents what analysts characterize as untapped potential for marketers.

This disparity extends beyond the United States. The Interactive Advertising Bureau released a comprehensive guide on measuring digital audio in Media Mix Models in June 2025, addressing what it termed chronic underinvestment despite 80% monthly listenership. Digital audio commands 20% of all 18+ time spent with digital media, exceeding two hours daily. However, as of April 2025, audio investment dropped to just 2.9% of total digital advertising revenue.

Live sports advertising presents unique technical requirements compared to on-demand content. Viewership spikes unpredictably based on competitive dynamics and performance by popular teams. Advertising systems must handle sudden traffic surges while maintaining delivery quality during periods when millions of listeners simultaneously follow the same content.

The partnership between DAX US and Learfield addresses advertiser demands for authentic access to engaged audiences during meaningful moments. College sports fans demonstrate receptivity to advertising messages within trusted content environments. The loyalty patterns documented across sports audiences suggest different response patterns to repeated exposure compared to other media categories.

Programmatic buying systems enable audience segmentation using behavioral data, first-party information, and contextual signals that mirror targeting precision available in display and video advertising. The infrastructure enables advertisers to activate campaigns across streaming audio platforms through unified programmatic workflows rather than managing each format through separate buying channels.

For advertisers, the partnership creates streamlined access to premium college sports inventory through automated systems. Traditional audio buying required manual processes including rate negotiations, insertion orders, and campaign trafficking managed through direct relationships. The programmatic integration eliminates these workflows by enabling data-driven purchases through automated systems.

The collaboration reflects broader industry movements toward omnichannel audio strategies. Multiple demand-side platforms now provide automated buying pathways to audio inventory that once required direct sales relationships and manual campaign execution processes. The systematic approach to advertising delivery aims to enhance efficiency while maintaining listening quality.

Industry data indicates that 47% of connected television inventory is expected to become biddable, representing substantial growth from previous programmatic adoption levels. Live streaming advertising certification programs position platforms advantageously as traditional consumption patterns continue shifting toward digital alternatives.

The Washington Post recently selected Triton Digital to power its podcast advertising and measurement infrastructure, joining a growing roster of premium publishers leveraging programmatic capabilities for audio monetization. The deal arrived as podcast advertising spending surged 26% year-over-year in the third quarter of 2025, with nearly 1,700 brands testing the channel for the first time.

Brand safety measures have become essential components of audio advertising strategies. Over 60% of advertisers and agencies cite brand safety as a significant concern, while 69% of audio publishers now offer brand safety solutions. Consumer behavior reinforces the importance of appropriate ad placement, with research showing 55% of consumers say ads near fake or incendiary content negatively impact purchase decisions.

Advanced targeting capabilities represent a significant evolution in audio advertising precision. Contextual targeting now accounts for 60% of targeting dimensions across leading platforms, reflecting broader industry shift toward privacy-compliant solutions. First-party data usage continues expanding as brands reduce dependence on third-party audiences, with 71% of brands and agencies increasing their first-party data sets.

The partnership enables advertisers to access college sports audiences through multiple touchpoints across the academic calendar. Live game broadcasts represent primary inventory, while shoulder programming including pre-game shows, post-game analysis, and weekly coaches' programs extend engagement opportunities beyond game windows.

College sports programming differentiates from professional leagues through regional concentration and institutional loyalty. Fans demonstrate allegiance to specific universities based on geographic proximity, alumni status, or family traditions. This creates localized audience segments that advertisers can target based on institutional affiliation and conference membership.

The fall football season generates particularly strong engagement across collegiate markets. Conference championship implications, bowl game positioning, and traditional rivalries drive sustained attention throughout the season. Weekend game broadcasts command significant audiences as fans dedicate Saturday afternoons to following their teams.

Basketball tournaments create different engagement patterns, with bracket-based competition structures generating sustained attention across multiple weeks. The single-elimination format creates high-stakes moments where underdog victories and championship paths unfold in real time. Fans follow tournament progression with heightened emotional investment as teams advance through regional rounds toward championship games.

For marketing professionals, the partnership represents accessible entry into premium college sports advertising inventory. Small and mid-sized businesses that historically faced barriers to live sports advertising can now access collegiate audiences through programmatic platforms. The automated infrastructure reduces operational costs associated with serving smaller advertisers, where invoice processing costs can exceed the value of individual campaigns.

The collaboration between DAX US and Learfield extends programmatic capabilities to a category that has maintained traditional sales approaches. College sports rights holders have historically sold inventory through direct relationships with regional and national advertisers. The shift toward programmatic access suggests maturation of automated infrastructure to meet quality standards while unlocking efficiency gains.

DAX was created by Global, the Media & Entertainment Group, Europe's largest audio and outdoor company. The exchange launched in 2014 in the UK and 2017 in the United States with headquarters in New York City's Penn District. The platform has systematically expanded capabilities throughout 2025, including integration with measurement providers to address attribution challenges.

Learfield employs more than 2,200 people in nearly 100 offices throughout the United States. The company's presence in college sports and live events delivers influence and maximizes reach to target audiences. Through solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative marketing initiatives, NIL solutions, and advanced digital platforms.

Since 2008, Learfield has served as title sponsor for the Learfield Directors' Cup, supporting athletic departments across all divisions. The organization co-owned the Longhorn Network, which shut down in 2024 due to the team's realignment with the Southeastern Conference. Learfield also maintains stakes in various sports media properties through which it held positions in sports coverage platforms.

The partnership creates opportunities for brands to reach college sports enthusiasts during peak engagement moments. Advertisers can launch campaigns targeting specific conferences, schools, or sports through programmatic platforms. The targeting capabilities enable precise audience segmentation while maintaining the contextual relevance that college sports content provides.

Live audio streaming of college sports extends reach beyond traditional broadcast footprints. Students attending universities outside their home regions can follow their teams through digital audio streams when television coverage proves unavailable. Alumni maintaining connections to alma mater athletic programs access game broadcasts through streaming platforms regardless of geographic location.

The mobile accessibility of audio streaming aligns with consumption patterns among college-age audiences. Students listen to game broadcasts while studying, commuting, or engaging in activities where visual attention proves unavailable. This creates advertising opportunities during moments when other media formats cannot reach audiences effectively.

For DAX US, the Learfield partnership expands its sports audio portfolio at a time when live sports content commands premium positioning in advertising markets. Research from EDO's 2025 NFL TV Outcomes Report found that NFL ads running during streaming-exclusive games were 66% more effective for brands than broadcast and cable offerings, validating streaming's premium positioning for sports advertising.

The college sports category provides differentiation from professional leagues through institutional diversity and conference structures. More than 200 universities represent individual brands with distinct fan bases, traditions, and market positions. This fragmentation creates numerous targeting opportunities as advertisers select schools and conferences aligned with brand strategies.

Regional conferences generate particularly strong engagement within geographic markets. Fans in specific states or regions demonstrate elevated interest in conference championships and rivalry games. Advertisers seeking local market penetration can target audio streams associated with universities and conferences serving those areas.

The partnership timing aligns with growing recognition of audio's effectiveness in marketing strategies. Nearly half of podcast listeners never skip their favorite shows, demonstrating loyalty that distinguishes the medium from other digital channels where attention proves fragile. College sports audio streams benefit from similar loyalty patterns as fans maintain consistent listening habits throughout seasons.

Audio advertising continues to face what industry analysts characterize as significant imbalance between consumption and investment. Americans' share of digital time spent with audio accounts for 19% of U.S. ad-supported media consumption, yet captures only 3.1% of ad spend. This reveals Americans consuming digital audio at six times the rate advertisers invest in reaching them.

The DAX US and Learfield collaboration addresses this gap by creating accessible pathways for advertisers to reach college sports audiences through programmatic infrastructure. The partnership reduces friction between creative production and media execution, addressing a longstanding challenge in audio advertising where production complexity and cost barriers have limited widespread adoption.

Timeline

  • 1972 - Clyde Lear and Derry Brownfield start farm radio network across six Missouri stations, founding what becomes Learfield
  • 1974 - Host Communications founded, creating one of first college sports multimedia contracts with University of Kentucky radio network
  • 2007 - IMG College formed through acquisition of Host Communications and Collegiate Licensing Company
  • 2010 - ISP Sports acquired, expanding college sports marketing and broadcast services
  • 2014 - DAX launches in UK as digital advertising exchange
  • 2017 - DAX launches in United States with New York City headquarters
  • December 31, 2018 - Learfield created through combination of Endeavor's IMG College division and Learfield Communications, managed by Atairos Group
  • 2021 - Learfield IMG College rebrands as Learfield
  • January 2024 - iHeartMedia and Magnite launch omnichannel audio advertising marketplace
  • January 2025 - Disney launches live advertising certification program for streaming inventory
  • June 24, 2025 - Interactive Advertising Bureau releases guide on measuring digital audio in Media Mix Models
  • July 17, 2025 - PubMatic launches AI-powered Live Sports Marketplace with real-time targeting capabilities
  • July 26, 2025 - AdsWizz releases State of Audio Adtech Report 2025 revealing 22% engagement gap
  • July 30, 2025 - FanDuel Sports Network reports 25% year-over-year streaming ad growth through Magnite platform
  • October 30, 2025 - Triton Digital launches AdBuilder AI self-serve audio advertising platform
  • November 13, 2025 - Washington Post selects Triton Digital for podcast advertising infrastructure
  • December 7, 2025 - Triton Digital shares predictions for programmatic audio transformation in 2026
  • January 6, 2026 - DAX US partners with DISQO for brand lift measurement across audio campaigns
  • January 8, 2026 - Comscore launches audio targeting and measurement on Trade Desk platform
  • January 12, 2026 - Google announces programmatic access to NBCUniversal Olympic Winter Games inventory
  • February 11, 2026 - DAX US announces partnership with Learfield for college sports digital audio monetization

Summary

Who: DAX US, a digital advertising exchange owned by Global, partnered with Learfield, the media and technology company powering college athletics across more than 200 collegiate institutions.

What: The partnership establishes DAX US as the sales partner for Learfield's live sports digital audio streams, enabling advertisers to purchase audio ads directly within live college sporting events across basketball tournaments and football season through programmatic advertising platforms.

When: The collaboration was announced February 11, 2026, beginning with college basketball postseason coverage and extending through the fall football season.

Where: The partnership provides access to live play-by-play coverage across Learfield's expansive network of more than 200 collegiate broadcast partners throughout the United States, reaching audiences through digital audio streams.

Why: The partnership addresses chronic underinvestment in audio advertising, where the medium accounts for 31% of consumers' total media time but receives only 9% of advertising budgets, while creating new opportunities for advertisers to reach highly engaged college sports audiences during marquee moments through programmatic buying systems that reduce traditional barriers to audio advertising access.

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