ITV and Global have agreed a two-year partnership which sees the UK’s biggest commercial broadcaster add its podcasts to the Global Player app.
ITV’s portfolio of podcasts includes the return of Love Island: The Morning After this summer, as well as others including ITV’s Six Nations podcast and upcoming Rugby World Cup podcast.
The deal with Global includes on-air promotion of Love Island: The Morning After across Capital, which recently launched its Breakfast show nationwide, to its 8.2m listeners. There will also be live-reads across sister stations Heart and Capital XTRA who each have weekly audiences of 9.7m and 1.8m listeners respectively.
As part of the agreement ITV also becomes the latest podcast publisher to join DAX, the pioneering digital audio advertising platform created by Global, enabling advertisers to insert ads before, during and after ITV’s podcasts. The deal creates a huge opportunity for brands to reach record numbers of people listening to podcasts every week and will bring brands closer to people of all ages enjoying ITV’s world-class content.
Love Island: The Morning After will be released six days per week, and available to listeners to stream and download for offline listening, via the Global Player, the Love Island app and other major podcast providers. The podcast features exclusive guests, fans and interviews with the latest dumped islanders who together discuss the biggest show of the summer.
The Global Player is available on iOS and Android and allows people worldwide to listen to all Global’s radio stations live and catch up on their favourite shows, discover podcasts and enjoy music on-demand, in one place.
Bhavit Chandrani, ITV Controller of Sponsorship said: “Podcasts are exciting extensions to our shows, feeding the thirst of fans for more content and comment. Our tie-up with Global will enable even more ITV viewers to become ITV listeners and present new creative partnership opportunities for brands.”
“We’re delighted to team up with ITV to bring their fantastic selection of podcasts to the Global Player. Our listeners are massive Love Island fans, so we’re looking forward to working with ITV to give them even more content from the Island. This deal is also great news for advertisers, who will now be able align their brand with ITV’s hugely popular audio content through DAX.”
Adam Johnson, Director of Marketing at Global