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Brand
BBC Studios Partners With TPX As Exclusive Podcast Ad Reseller In Canada
BBC Studios has announced a new partnership with The Podcast Exchange (TPX) that establishes TPX as the exclusive third-party advertising reseller for BBC podcasts in the Canadian market.
The deal provides brands and agencies with access to BBC’s portfolio of audio content, including popular titles such as “Global News Podcast,” “World of Secrets,” and “Football Daily.”
The partnership targets Canada, described as one of BBC’s largest markets for podcasts outside the UK. This move comes after the BBC abandoned earlier plans to introduce advertisements on its radio programs and podcasts available on third-party platforms in the UK following industry opposition.
“Canada is one of our largest markets for BBC podcasts outside the UK, and as podcast listenership continues to rapidly grow in the Canadian market, we felt it was the perfect time to partner with a company like TPX,” Louise la Grange, SVP of BBC Audio, Digital News and Streaming at BBC Studios, said in a press release.
A global study by podcast company Acast revealed a trend of listeners seeking content from other countries. According to the report, Canadian listeners are the most likely to listen to podcasts from another country.
International Commercial Strategy
The TPX partnership aligns with BBC Studios’ broader international commercial strategy. Recent initiatives include launching a dedicated audio production unit and partnering with Triton Digital to support growth efforts outside the UK.
As part of the new TPX arrangement, BBC will be added to the Canada Triton ranker, which tracks top-performing podcasts, publishers, and sales networks in the Canadian market.
“This partnership is a major addition to our premium offering and a clear win for Canadian advertisers,” stated Pary Bell, CEO of The Podcast Exchange.
In March 2025, the BBC confirmed it had abandoned plans to introduce advertisements on UK podcasts after facing opposition from competitors, including Gary Lineker’s podcast company Goalhanger. That earlier proposal had drawn criticism from 20 media companies who argued the BBC would cannibalize advertising revenues and crowd out smaller players.
