Bauer Media has showcased new podcast launches and how it is scaling data-led advertising across its audio platform.
Speaking at Radiocentre’s Tuning In North conference this week, Director of Digital, Charlie Brookes outlined how Bauer is growing its digital audio business through its audioXi platform, now reaching more than 10 million podcast listeners each month.
Brookes said Bauer Media Audio connects with over 61 million listeners weekly across Europe, underlining the scale available to advertisers using its digital audio services.
audioXi uses behavioural and contextual data to improve how campaigns are targeted, moving beyond traditional demographic approaches.
The platform also supports cross-channel retargeting, linking audio campaigns with display advertising to strengthen performance and audience engagement across different devices and listening environments.
Charlie said the aim is to “reach audiences, not just brands”, using data signals to deliver more relevant advertising.
Alongside its advertising strategy, Bauer confirmed two new original podcasts as part of its growing content slate.
Launching on 11 May, re:working is hosted by Tim Campbell MBE and focuses on careers, business and personal development.
The series will feature guests from entrepreneurship and public life, offering practical advice for listeners making decisions about work and finances.
Tim said: “Work and money shape all of our lives, yet most of us are never taught how to navigate them.
“re:working is about cutting through the noise and having honest conversations about the real decisions people face – and sharing lessons that listeners can actually use.”
A second podcast, The Prenup, launches on 11 June and is hosted by Molly Rainford and Tyler West.
The show follows the couple as they discuss modern relationships in the lead-up to their marriage, with weekly conversations about their experiences.
Molly said: “We are so excited to announce the news of our brand-new podcast”, while Tyler added: “This may be the best or worst decision we’ve ever made.”
