BBC Studios has announced a deal with The Podcast Exchange (TPX) that will see TPX serve as the exclusive third-party advertising reseller for BBC podcasts in Canada.

“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 that has a strong reputation for representing premium audio content,” said Louise la Grange, SVP, BBC Audio, Digital News and Streaming at BBC Studios, in a release. “We are excited to work with TPX to bring our world-class catalogue and BBC audience to new advertisers in Canada, and to offer greater capabilities to brands who want to incorporate BBC podcasts into campaigns across the BBC Studios portfolio.”

BBC’s podcast offerings include Global News Podcast, World of Secrets, You’re Dead to Me, Football Daily, and History’s Secret Heroes.

“BBC Studios is one of the most respected media brands in the world. The fact that they chose TPX as their Canadian partner speaks to the strength of our team, our approach, and the trust we’ve built in the market,” added Pary Bell, CEO of The Podcast Exchange. “This partnership is a major addition to our premium offering and a clear win for Canadian advertisers.”

The partnership announcement follows BBC Studios move to launch a dedicated audio production unit last year to take advantage of the growing global market for podcasts and maximize creative opportunities. It’s also been working with Triton Digital to leverage its insights tools and will be added to Triton’s monthly Canada Podcast Ranker.