
BBC Studios — the main commercial arm of BBC Commercial Ltd. — has signed a multi-year deal making iHeartMedia the exclusive third-party advertising reseller for BBC podcasts in the United States. The agreement will see iHeartMedia’s sales force represent BBC Studios’ podcast slate and expand the BBC’s reach in the U.S. podcast market.
BBC Studios produces several globally popular podcasts, including “Global News Podcast,” “World of Secrets,” “In Our Time,” “History’s Secret Heroes,” and “Infinite Monkey Cage.” In early 2024, the company launched a dedicated audio unit to develop its podcast portfolio worldwide.
Louise la Grange, SVP of BBC Audio, Digital News and Streaming at BBC Studios, said, “We are delighted to expand our partnership with iHeart to represent BBC podcasts in the U.S. ad market. Partnering with iHeart as a major scale player will introduce new brands to our incredible content and is an exciting step forward for our international growth ambitions for audio.”
Conal Byrne, CEO of the iHeartMedia Digital Audio Group, said, “BBC has held its position as one of the most respected, highest-quality brands in media for decades and we couldn’t be more honored and excited to expand our relationship and represent their podcast titles in the exploding U.S. podcast market.”
This agreement follows BBC Studios’ recent partnership with Triton Digital, a subsidiary of iHeartMedia, to enhance digital audio advertising outside the U.K.
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