BBC Studios has appointed Bauer Media Audio to sell advertising across its podcasts in seven European markets.
The agreement gives Bauer Media Audio exclusive rights to represent BBC Studios podcast advertising in Sweden, Norway, Denmark, Finland, Poland, Slovakia and Portugal, expanding the commercial reach of the BBC’s podcast catalogue across Europe.
Advertising will be sold through audioXi, Bauer Media Audio’s digital marketplace, which allows brands to buy premium digital audio campaigns through direct deals or automated programmatic buying.
BBC Studios created a dedicated Audio division in 2024 to develop commercial opportunities around its global podcast and radio output. The company produces a wide range of podcasts including 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.”
She added that the company already has “meaningful audiences across EMEA” and said Bauer’s local expertise makes the company well suited to represent the BBC’s podcast portfolio in the region.
Alex Faust, Director of Advertising Innovation at Bauer Media Audio, said the deal expands audioXi’s podcast network and will help advertisers reach “diverse, engaged and high-value audiences”.
The agreement does not include the UK or Ireland.