Townsquare Media announced a strategic partnership with Salt Lake City‑based Broadway Media that will extend the company’s Ignite programmatic platform into 31 new markets, including several Top 50 Designated Market Areas. The deal gives Townsquare access to Broadway’s portfolio of seven radio stations, a prominent billboard network, and a growing digital advertising platform, creating a broader, multi‑channel audience for Townsquare’s technology.
The partnership is part of Townsquare’s Media Partnerships division, launched in 2024 to provide white‑label programmatic services to other local media companies. By partnering with Broadway, Townsquare can expand its reach without acquiring new assets, a capital‑efficient way to grow its digital advertising business and accelerate its transition from a traditional broadcaster to a digital‑first media company.
Broadway’s local content and outdoor reach will be combined with Townsquare’s data‑driven technology and execution expertise to deliver integrated, measurable advertising solutions to local, regional, and national clients. "Broadway Media has built a powerful portfolio of local brands across both radio and outdoor, with highly engaged audiences and strong market presence, making them an ideal partner for our digital platform and services. By combining their multi‑channel reach with our proprietary technology, data‑driven strategy, and execution expertise, we are well positioned to unlock new revenue opportunities and drive meaningful, measurable growth," said Shaun Collignon, CRO of Townsquare Ignite.
Townsquare’s digital business now represents 55% of the company’s total net revenue and 56% of segment profit, growing 1.6% in full‑year 2025 despite an overall revenue decline of 5.2% and a net loss of $9.8 million. The partnership aligns with the company’s focus on digital growth, which now accounts for more than half of its revenue and profit. "In 2025, Townsquare's Digital business, which now represents 55% of the Company's total net revenue and 56% of our total Segment Profit, was buoyed by the consistent strength of our differentiated programmatic digital advertising offering, including the success of our Media Partnership division (which we're proud to announce has expanded from six to eleven partners in 2026), and the direct sales of our local owned and operated digital properties," said CEO Bill Wilson.
Broadway Media’s General Manager Jacquie Louie added, "We are very excited to partner with Townsquare and further expand our digital solutions capabilities. After extensive evaluation and industry experience, we believe Townsquare Ignite is best‑in‑class and fully committed to digital growth. Their team and technology position us to accelerate results for our clients across all platforms." The deal positions both companies to monetize technology across local media and capture higher‑margin digital advertising opportunities.
The partnership underscores Townsquare’s ongoing shift toward a digital‑first model, reinforcing its strategy to monetize its technology and data expertise across a wider network of local media outlets while providing Broadway with advanced programmatic capabilities to enhance its multi‑channel advertising solutions.
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