MTV has announced a partnership with the radio group Global as it launches its first-ever UK podcast series.
MTV will produce five podcast series based around its smash hit linear titles including Celebrity Ex on the Beach and Geordie Shore. The series will be distributed Global Player, Apple Podcasts, Spotify, Google Podcasts and TuneIn.
Global’s digital ad exchange, DAX, has been named as the advertising sales and distribution partner. It will take advantage of DAX’s suite of targeting and measurement tools.
Each podcast series will contain a minimum of 12 episodes and cover different themes throughout the series. The first podcast to go live will be Celebrity Ex on the Beach: The Podcast, which makes its debut following the show’s linear premiere earlier this week on MTV UK. Further episodes will be made available weekly.
“We’re always looking for new ways to reach audiences and with the growing popularity of podcasts, it’s a natural move to build out some of our biggest and best loved MTV titles for an audio format.” said Arran Tindall, CCO, EVP, Commercial & Content Distribution for ViacomCBS Networks International. “By partnering with Global, through their digital ad exchange DAX, we’re able to tap into their international network of audio publisher brands and advanced advertising capabilities in this space, enabling us to reach listeners across the globe, on all relevant platforms.
Global will promote the new podcasts on-air and online, to MTV’s target 16-34 audience across its commercial radio brands, Heart and Capital, which reach 9.8 million and 8.1 million weekly listeners respectively.
Ollie Deane, Director of Commercial Digital at Global, said: “This latest move into audio from MTV will not only be welcomed by podcast and TV fans but brands and advertisers too. Podcasts create context for brands to connect with hard to reach audiences, one to one.”
In addition, ads will feature on the Global Player app, where listeners can easily access all Global’s radio brands, award-winning podcasts and curated playlists. Meanwhile, MTV will support the podcasts across its linear channels, social platforms and on MTV.co.uk.
Last year, Geordie Shore attracted over 1 million 16-34s, whilst Ex on the Beach remains MTV’s second-highest show ever reaching 4.1 million 16-34s since launch. On social, Celebrity Ex on the Beach has amassed over 6.7 million video views across Facebook, Instagram and Twitter and the Geordie Shore account has an Instagram following of over 1.7 million.