Bauer Media Audio will sell advertising for BBC Studios podcasts across seven European markets under a new commercial agreement.
The deal marks the first time BBC Studios has partnered with Bauer Media Audio to represent its podcast advertising in selected territories outside the UK and Ireland.
Under the agreement, Bauer Media Audio becomes the exclusive third-party sales partner for BBC Studios podcast advertising in Sweden, Norway, Denmark, Finland, Poland, Slovakia and Portugal.
Advertising will be sold through audioXi, Bauer Media Audio’s digital marketplace, allowing brands to access BBC podcast inventory through both direct and programmatic buying across the seven markets.
BBC Studios produces and distributes a wide range of podcasts and radio content and created a dedicated Audio division in April 2024 to develop commercial opportunities in the global audio sector.
The BBC’s podcasts already attract listeners across Europe, the Middle East and Africa, including titles such as The Global News Podcast, In Our Time, The Global Story, You’re Dead to Me and The Interface.
Helen Pendlebury, Commercial and Business Development Director at BBC Studios Audio, said: “BBC podcasts are seeing strong engagement worldwide and that momentum isn’t limited to primarily English-speaking markets. We already have meaningful audiences across EMEA.”
Helen said the partnership will help expand the BBC’s commercial presence in Nordic countries, Eastern Europe and Portugal through Bauer’s local advertising expertise.
Alex Faust, Director of Advertising Innovation, Commercial Advisory at Bauer Media Audio, said the partnership expands the audioXi marketplace and creates new opportunities for advertisers to reach podcast listeners in those territories.
The agreement does not include the UK or Ireland, where Bauer Media Audio already operates large commercial audio businesses.
BBC Studios’ own advertising sales team will continue to offer audio advertising placements in the region alongside the new partnership.
