Hamburg/London, 9 March 2026 – BBC Studios announced today that it is partnering, for the first time, with Bauer Media Audio on a commercial deal that will see Bauer Media Audio become the exclusive third-party representative to sell BBC Studios podcast advertising in seven European markets. Bauer Media Audio will now serve advertisers across Sweden, Norway, Denmark, Finland, Poland, Slovakia, and Portugal. 

The partnership will be enabled through audioXi, Bauer Media Audio’s digital audio marketplace, providing advertisers with scalable access to premium digital audio inventory across these markets through both direct and programmatic channels. 

BBC Studios is one of the world’s largest producers and distributors of audio, with over 100 years of experience producing highly valued original podcast and radio content. In April 2024, 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. There is large and growing listenership in EMEA for the BBC’s wide-ranging podcasts, including The Global News Podcast, In Our Time, The Global Story, You’re Dead to Me and The Interface, all of which are available on BBC.com as well as on partner platforms. 

This agreement does not cover the UK or Ireland, which are Bauer Media Audio’s two other audio-led territories.

Helen Pendlebury, Commercial & Business Development Director, 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, and we’re excited to partner with Bauer Media to deepen our commercial presence across The Nordics, Eastern Europe and Portugal. Bauer brings deep local expertise and a proven track record in premium audio, which makes them a great fit for representing the breadth and quality of the BBC podcast slate.” 

Alex Faust, Director of Advertising Innovation, Commercial Advisory, Bauer Media Audio said: “This partnership marks a pivotal expansion of audioXi’s premium podcast network, across seven of our territories. By combining BBC Studios' world-class storytelling with Bauer Media Audio’s local market expertise, we're creating more opportunities for advertisers to reach diverse, engaged and high-value audiences. We are thrilled to bring such an iconic portfolio into our commercial ecosystem.” 

BBC Studios’ Ad Sales team will continue to offer Audio advertising placement in the region alongside this partnership. 

For more information please contact: 

BBC Studios Audio – amy.dawson@bbc.com 

Bauer Media Group -  abbie.mcgurk@bauermedia.co.uk  

About BBC Studios 
BBC Studios, the BBC’s main commercial arm, generated revenues in the last year of £1.8 billion. Its content, internationally recognised across a broad range of genres, includes world-famous brands like Strictly Come Dancing/Dancing with the Stars, the Planet series, Bluey and Doctor Who. BBC Studios Audio produces and distributes an expansive portfolio including hit podcasts, vodcasts and iconic radio including Desert Island Discs, You’re Dead to Me, The Global Story, Things Fell Apart, The Interface and In Our Time. With drama, factual and comedy and entertainment teams delivering world-class audio and digital content to audiences around the world, BBC Studios Audio produced over 600 hours of content in the last year, winning 33 awards internationally. 
 

About Bauer Media Audio 
Bauer Media Audio is Europe’s leading digital commercial radio and audio operator, reaching over 63 million listeners every week across nine countries. We are constantly innovating to shape the future of audio – developing new formats, exploring emerging platforms, and using technology to create smarter, more personalised listening experiences. Through a trusted portfolio of premium radio brands, streaming platforms, podcasts, and social media, we connect audiences with content they love – and help advertisers reach them in meaningful, brand-safe environments. Our data-driven audio solutions drive action and build deeper relationships between brands and listeners.   

Bauer Media Audio is part of Bauer Media Group – a media business creating content that matters to millions of people across Europe, covering print and online publishing, audio broadcasting and entertainment, Out-of-Home advertising, and investments in other media related sectors. Family-owned in the 5th generation, Bauer Media focuses on the long-term with a consumer first mindset. Our workforce of over 12,000 shares a common purpose: to enrich people’s everyday lives.