Endemol Shine signs podcast deal with Global’s ad platform Dax
Media giant Endemol Shine has entered the booming UK podcast market, signing a two-year deal with audio advertising platform Dax.
Read more: Podcast startup Entale secures £2m backing from Daily Mail
Endemol has appointed Dax, which is owned by radio group Global, as its advertising sales partner across its original podcast series.
The announcement comes a week after Endemol launched its debut podcast The Birthday Game, hosted by Pointless star Richard Osman.
As part of the deal, the podcast will be available on Global’s on-demand app and will be promoted on Radio X.
Wim Ponnet, chief strategy and commercial officer at Endemol Shine, said: “As a group we continue to deliver entertainment to our audiences across multiple platforms and with the importance of audio on mobile, podcasts are a great outlet for storytelling and an important platform for our creative output.
“We’re delighted to announce this exclusive partnership with Dax to help us commercialise our podcasts.”
The tie-up makes Endemol the latest publisher to join Dax’s platform. In June Global struck a deal with ITV to host its Love Island podcast, while Sky and Talksport have also secured deals with the advertising service.
Read more: Global signs Love Island podcast deal with ITV
It comes a day after London podcast startup secured £2m backing from the venture capital arm of the Daily Mail, as demand for on-demand audio shows no sign of slowing down.
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