BBC Studios, producer and global distributor of innovative and world-class audio content from the BBC, has expanded its partnership with leading digital advertising company Digitize to represent the BBC’s podcasts to the advertising market in Ireland.
Digitize has a longstanding partnership with BBC Studios, the commercial arm of the BBC, selling inventory across online and video platforms. The expanded deal will see Digitize also represent hundreds of hours of premium BBC podcasts in the 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 Ireland, including BBC Global News Podcast, Football Daily, The Infinite Monkey Cage and the current hit Stakeknife. Last 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.
Louise la Grange, SVP, BBC Audio, Digital News and Streaming BBC Studios, said: “We are delighted to expand our partnership with Digitize to represent BBC podcasts in Ireland’s ad market. This deal will introduce our world-class audio catalogue including World of Secrets, Cover and You’re Dead to Me to new advertisers in Ireland, where Digitize has a proven track record of representing premium content. For brands who want the very best of BBC audiences, we will have even greater capabilities to incorporate BBC podcasts in campaigns across the rest of the BBC Studios portfolio.”
Ronan O’Loughlin, Commercial Director, Digitize, said: “Our team is so excited to be partnering with BBC Studios to offer their incredible audio content to the Irish market. The Irish are one of the biggest consumers of podcasts globally and are very discerning in their tastes, and advertisers are constantly looking for quality, trustworthy content with which to align their brand messaging. BBC Studios and Digitize are delighted to be able to join forces to offer this huge opportunity to advertisers.”
As the commercial arm of the BBC Group, BBC Studios is responsible for the international distribution and monetisation of the BBC’s unrivalled catalogue of premium audio originals across news, technology, sports, travel, science, true crime, food, finance and more. The newly created BBC Studios audio division is now home to one of the largest audio production companies in Europe, as well as being the international distributor of BBC audio content. BBC podcasts are widely available to listeners wherever you get your podcasts.
About BBC Studios:
The main commercial arm of BBC Commercial Ltd, BBC Studios generated revenues in the last year of £1.8 billion and a third consecutive year of profits of over £200 million. Able to take an idea seamlessly from thought to screen and beyond, the business is built on two operating areas: the Content Studio, which produces, invests and distributes content globally and Media & Streaming, with BBC branded channels, services including bbc.com and BritBox International and joint ventures in the UK and internationally. The business made more than 2,800 hours of award-winning British programmes last year for a wide selection of public service and commercial broadcasters and platforms, both in the UK and across the globe. Its content is internationally recognised across a broad range of genres and specialisms and includes world-famous brands like Strictly Come Dancing/Dancing with the Stars, the Planet series, Bluey and Doctor Who.
