DAX, the UK’s largest digital audio advertising platform announced today an exclusive advertising agreement with global content creator, producer and distributor Endemol Shine Group across its self-produced and self-funded podcasts.

The two-year deal sees DAX appointed as the exclusive advertising sales partner for Endemol Shine Group’s new commercial podcast portfolio. The deal provides advertisers with opportunities to align brands with content produced by Endemol Shine Group, by running campaigns within their podcasts, via host-read ads, sponsorship messages and spot adsprogrammatic and direct.

Endemol Shine UK’s Remarkable Television released its debut podcast last week, ‘The Birthday Game’ hosted by Richard Osman. The agreement includes on-air promotion of ‘The Birthday Game’ across Radio X, which recently boasted 1.6m listeners, as well as Radio X’s digital and social platforms. ‘The Birthday Game’ will also be available to listeners on Global Player – the app which allows listeners to tune in to the UK’s leading commercial radio brands from Global, podcasts and playlists, all in one place.

Each week in ‘The Birthday Game’ with Richard Osman, host Richard is joined by some of his favourite celebrity guests as they try to guess the age of a fellow celebrity who’s celebrating turning another year older that week. In the first ever play along podcast, listeners will have nine rounds to put all the clues together to guess who the celebrity under the spotlight is. Using anecdotes and clues, the competition heats up as the rounds pass by. But will listeners be able to get the answer right before the panel and do better than them?

The first guests to feature on ‘The Birthday Game’ are comedians, Maisie Adam and David Doherty and TV presenter and screenwriter, Rick Edwards.

“At DAX, we are delighted to announce our exclusive podcast partnership with Endemol Shine, upon their first move into audio entertainment. Endemol joins other leading content creators such as ITV, Sky and Dennis, with its move into the digital audio space. In the UK, nine million people now listen to podcasts every week and many of these can now be reached through DAX – which is great news for brands and advertisers looking to tap into the many opportunities digital audio can offer.”
Ollie Deane, Director of Commercial Digital at Global

Wim Ponnet, Chief Strategy & Commercial Officer, Endemol Shine Group added, “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.”

Endemol Shine Group is the latest premium publisher to join DAX’s roster. Publishers brands with inventory on DAX include ITV, SoundCloud, Sky, talkSPORT and Global’s owned and operated radio brands.