Bauer Media, the company behind radio stations Kiss, Magic, Absolute, Jazz FM and magazine brands Heat, Empire and Grazia, is aiming to supercharge audience targeting for advertisers through a new deal with Experian.
The partnership brings Experian’s consumer insights, including Mosaic audience segments, into Bauer’s digital audio and publishing platforms, audioXi and Illuminate.
It is claimed this will allow advertisers to plan and run campaigns across Bauer’s radio, audio and digital brands using clear, consistent audience information. Through these channels, they can engage 22.5 million weekly listeners across 120 commercial, local, national, and digital stations, as well as 15 million consumers through audioXi and across more than 50 publishing brands.
By using Mosaic, Mosaic Shopper and recently updated Mosaic Financial segments, advertisers will be able to targeting audiences based on factors such as lifestyle, shopping and financial behaviours and attitudes. These insights can be used across Bauer’s audio and publishing channels, with the aim of helping brands reach the same types of people in different places and deliver more relevant messages.
Bauer Media Audio UK director of digital Charlie Brookes said: “As digital audio continues to grow, advertisers need trusted, straightforward ways to reach the right audiences. By bringing Experian’s Mosaic insights onto our platforms, we’re helping brands connect more accurately with listeners and readers across our network and achieve better campaign results.”
Experian marketing services UK&I managing director Colin Grieves added: “Experian Mosaic is the industry gold standard for consumer classification. Embedding Experian insight, including Mosaic, within Bauer’s audio and publishing channels enables brands to integrate audio more effectively into multi‑channel strategies, delivering more accurate targeting, stronger engagement and measurable impact built from deep audience understanding.”
Related stories
Bauer completes acquisition of Clear Channel Europe
Digital surge sees commercial radio adspend top £747m
Radio ‘helps brands break through performance plateau’
Get your kicks in 2026… by getting audio in the mix
Big audio ‘is dynamite in amplifying campaign spend’
Be the first to comment on "Bauer Media taps Experian to boost audience targeting"