This week, at Radiocentre’s 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’s audioXi platform and how it now connects advertisers to “over 10 million podcast listeners a month”, positioning it as a core pillar of Bauer’s 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 “reach audiences, not just brands”, 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 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’s Tyler West. The podcast follows the engaged couple as they explore modern relationships in weekly discussions ahead of their marriage.

Molly said: “We are so excited to announce the news of our brand-new podcast”, with Tyler joking; “This may be the best or worst decision we’ve ever made.”

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