BBC Studios partners with iHeart to represent BBC Podcasts in Australia
The partnership provides advertisers with access to over 900,000 Australians who choose to listen to BBC content every month.
BBC Studios and ARN’s iHeart have signed a multi-year partnership deal that will see iHeart represent BBC podcasts in Australia. iHeart will sell inventory across hundreds of hours of premium BBC podcasts as well as amplifying content in market.
The BBC is one the largest producers of audio in the world with a range of premium podcasts that are widely listened to by audiences in Australia and New Zealand, including BBC Global News Podcast, Football Daily, The Infinite Monkey Cage and History’s Youngest Heroes. Earlier this year a dedicated audio division was created in BBC Studios, paving the way for the company to fully realise the commercial opportunities in the global audio market.
The partnership provides advertisers with access to over 900,000 Australians who choose to listen to BBC content every month.
Louise la Grange, SVP, BBC Audio, digital news and streaming BBC Studios, said: “The BBC has a big and loyal podcast fan base in Australia. We’re delighted to partner with market leader iHeart for representing the BBC’s rich portfolio of shows including World of Secrets, The Global Story and You’re Dead to Me to the ad market in Australia where iHeart has enormous scale, deep expertise and a proven track record of representing premium brands.”
Corey Layton, ARN’s head of digital audio, said: “The BBC is renowned for producing some of the world’s most compelling and high-quality podcasts, and we’re thrilled to bring their premium, brand-safe podcast slate to Australian audiences while delivering valuable opportunities for advertisers. By leveraging our local expertise and scale, we’re excited to amplify the reach of BBC podcasts and further cement iHeart’s position as Australia’s leading destination for audio entertainment."
Jamie Chambers, VP ad sales and BBC StoryWorks, BBC Studios ANZ, said: “iHeart is an industry leader in ANZ. This partnership opens the door to advertisers looking to access scale deals in the audio space across BBC and other inventory represented by iHeart. For brands who want the very best of BBC audiences in Australia & New Zealand, we now have even greater capabilities to incorporate BBC Podcasts alongside campaigns accessing the rest of the BBC Studios portfolio including BBC.com, BBC News & BBC Studios channels on YouTube, our TV channels on Foxtel and Fetch, TopGear.com, BBC Social channels, and the recently announced FAST channels on 9Now.”
