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This week, at Radiocentre鈥檚 audio conference, Tuning In North, Bauer Media showcased how it is scaling its digital audio proposition through data-driven advertising and a growing slate of original podcasts.

Charlie Brookes, Director of Digital, highlighted the reach of Bauer鈥檚 audioXi platform and how it now connects advertisers to 鈥渙ver 10 million podcast listeners a month鈥�, positioning it as a core pillar of Bauer鈥檚 wider digital audio strategy. He added that Bauer Media Audio reaches more than 61 million listeners weekly across Europe, reinforcing the scale behind its advertising ecosystem.

audioXi is designed to combine behavioural and contextual data to deliver more relevant advertising, moving beyond traditional demographic targeting. The platform also enables cross-channel retargeting, linking audio exposure with display advertising to drive stronger performance outcomes. Brookes said the aim is to 鈥渞each audiences, not just brands鈥�, using smarter signals to improve effectiveness and engagement across devices and listening environments.

Alongside the technology strategy, Bauer Media announced two new podcasts expanding its original content slate.

Launching on 11 May, re:working聽is hosted by Tim Campbell MBE. The series focuses on careers, business and personal development, featuring guests from across entrepreneurship and public life, designed to offer practical advice for listeners navigating work and financial decisions.

The second launch, The Prenup, arrives on 11 June and is hosted by Molly Rainford and KISS鈥檚 Tyler West. The podcast follows the engaged couple as they explore modern relationships in weekly discussions ahead of their marriage.

Molly said: 鈥淲e are so excited to announce the news of our brand-new podcast鈥�, with Tyler joking; 鈥淭his may be the best or worst decision we鈥檝e ever made.鈥�

Together, the launches highlight Bauer鈥檚 dual focus on expanding premium podcast content while strengthening the commercial capabilities of its audioXi advertising ecosystem at scale.