Jim Lyke Joins SBS Again to Lead National Revenue Efforts for AIRE Network
On February 25, 2026, the Spanish Broadcasting System, Inc. (SBS) announced the strategic appointment of Jim Lyke as the Executive Vice President of Network Radio and National Digital Sales for AIRE Radio Networks. This return marks a significant step for SBS, showcasing their dedication to enhancing revenue within the audio and digital landscape.
Jim Lyke is no stranger to the broadcasting world, boasting over two decades of experience in national network and digital sales leadership roles. His previous tenure at SBS equipped him with extensive insights into Hispanic market dynamics, making him particularly valuable in guiding growth strategies in today's rapidly evolving media environment. In the past decade alone, he has been instrumental in leading the largest Hispanic radio networks across the United States.
Before rejoining SBS, Lyke held pivotal senior executive roles, overseeing network revenue strategies and diverse monetization initiatives within the national audio sector. His vast experience has been defined by a commitment to building high-performing revenue organizations and fostering deep partnerships with advertising agencies and brands. Under his leadership, various media platforms have experienced significant scalable growth in broadcasting, streaming, and video, effectively enhancing audience engagement through integrated marketing solutions.
Notably, as a committed advocate for the Autism community and serving as a board member for the Better Business Bureau Foundation (BBB), Lyke's career reflects not only professional excellence but also a dedication to community engagement.
In his new role, he is set to oversee all aspects of Network and National Digital revenue operations at AIRE Radio Networks. Here, he will lead a comprehensive revenue strategy, engage with agency development, strengthen advertiser partnerships, and enhance monetization efforts across SBS's expanding digital ecosystem.
Aligning with EVP of Operations Carolina Patiño, Lyke aims to streamline revenue strategies with operational execution, optimizing performance and enhancing client delivery as the Network scales its national operations. SBS Chairman Raúl Alarcón commented positively on Lyke's return: “Jim’s arrival signifies a crucial advance for AIRE Radio Networks. His profound understanding of national audio and digital strategy will be pivotal in accelerating our growth across all platforms.”
SBS's ongoing commitment to solidify AIRE Radio Networks as a premier national audio and digital platform is evident in this strategic move, designed to cater to Hispanic audiences across the U.S. and Puerto Rico.
This announcement comes with a forward-looking statement, indicating a strong focus on anticipated growth initiatives and strategic objectives amidst a landscape laden with risks and uncertainties. While these projections illustrate SBS's ambitious vision for the future, they also underscore the importance of realizing that actual results may differ from expectations.
As a prominent entity in Hispanic media, SBS operates several high-ranking radio stations in major markets, alongside its national network distribution through AIRE Radio Networks. Their media portfolio also includes Mega TV Network and the LaMusica digital ecosystem, which collectively strive to cater to the needs of over 60 million Hispanic individuals across the nation and beyond. Lyke's induction into SBS is not just an addition; it symbolizes an ongoing evolution and heightened focus on delivering tailored content and advertising solutions in the increasingly competitive digital audio space.
Jim Lyke is no stranger to the broadcasting world, boasting over two decades of experience in national network and digital sales leadership roles. His previous tenure at SBS equipped him with extensive insights into Hispanic market dynamics, making him particularly valuable in guiding growth strategies in today's rapidly evolving media environment. In the past decade alone, he has been instrumental in leading the largest Hispanic radio networks across the United States.
Before rejoining SBS, Lyke held pivotal senior executive roles, overseeing network revenue strategies and diverse monetization initiatives within the national audio sector. His vast experience has been defined by a commitment to building high-performing revenue organizations and fostering deep partnerships with advertising agencies and brands. Under his leadership, various media platforms have experienced significant scalable growth in broadcasting, streaming, and video, effectively enhancing audience engagement through integrated marketing solutions.
Notably, as a committed advocate for the Autism community and serving as a board member for the Better Business Bureau Foundation (BBB), Lyke's career reflects not only professional excellence but also a dedication to community engagement.
In his new role, he is set to oversee all aspects of Network and National Digital revenue operations at AIRE Radio Networks. Here, he will lead a comprehensive revenue strategy, engage with agency development, strengthen advertiser partnerships, and enhance monetization efforts across SBS's expanding digital ecosystem.
Aligning with EVP of Operations Carolina Patiño, Lyke aims to streamline revenue strategies with operational execution, optimizing performance and enhancing client delivery as the Network scales its national operations. SBS Chairman Raúl Alarcón commented positively on Lyke's return: “Jim’s arrival signifies a crucial advance for AIRE Radio Networks. His profound understanding of national audio and digital strategy will be pivotal in accelerating our growth across all platforms.”
SBS's ongoing commitment to solidify AIRE Radio Networks as a premier national audio and digital platform is evident in this strategic move, designed to cater to Hispanic audiences across the U.S. and Puerto Rico.
This announcement comes with a forward-looking statement, indicating a strong focus on anticipated growth initiatives and strategic objectives amidst a landscape laden with risks and uncertainties. While these projections illustrate SBS's ambitious vision for the future, they also underscore the importance of realizing that actual results may differ from expectations.
As a prominent entity in Hispanic media, SBS operates several high-ranking radio stations in major markets, alongside its national network distribution through AIRE Radio Networks. Their media portfolio also includes Mega TV Network and the LaMusica digital ecosystem, which collectively strive to cater to the needs of over 60 million Hispanic individuals across the nation and beyond. Lyke's induction into SBS is not just an addition; it symbolizes an ongoing evolution and heightened focus on delivering tailored content and advertising solutions in the increasingly competitive digital audio space.
Topics Entertainment & Media）
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