Global’s digital ad exchange signs on as exclusive sales partner for “first-of-its-kind” sitcom podcast

UK and US advertisers have the opportunity to work with the series as part of the DAX partnership

Global’s digital audio advertising arm DAX has asigned an exclusive ad sales partnership agreement with new scripted sitcom podcast Popcorn for Dinner, the company has announced. 

The weekly series, which launched yesterday, is created by writer and comedian Maddy Kelly and narrated by Big Time Rush actress Ciara Bravo. The story follows four friends in their 20s - voiced by Kelly, Charlie Foster, Jillian Ebanks and Ben Fawcett - navigating their day-to-day life, and includes traditional sitcom hallmarks such as a laugh track. 

“It’s exciting to make a show that is truly different from other comedy podcasts,” said Chris Kelly, creative director of production studio Kelly&Kelly. “Along with Clamor, we’re really proud to have created an innovative format that redefines what’s possible in comedy audio.”

Ahead of the launch, DAX partnered with the show’s award-winning production company Kelly&Kelly as well as audio production company Clamor to make Popcorn For Dinner available on its digital ad exchange with the aim of allowing advertisers to reach the show’s younger target audiences. 

With this partnership, both UK and US advertisers have the opportunity to take on sponsorships, host-read, and spot ads within the series. The deal was brokered by Les Hollander, CEO of DAX’s US arm. 

Popcorn for Dinner is a podcast that couples quality storytelling with a good dose of nostalgia and lots of laugh-out-loud moments amongst friends,” said Hollander. “It’s a show that has been created by Gen Z writers and producers, for a Gen Z audience - an underserved and underrepresented group in the world of podcasting.”

“I think it’s going to strike a chord and create die-hard fans amongst a generation who love the classic sitcoms that resonate with their own lives and capture some of their experiences and routines.” 

DAX was launched in 2014 by Global in the UK and has since connected advertisers with an audience of more than 130 million people worldwide within the UK, Europe, US, and Canada. Other podcasts that partnered with DAX for monetisation and ad sales include football podcast Total BS with Bernie Slaven and Breakbeat Media’s Don’t Call Me White Girl.

Global has also recently launched another new podcast on the lives and careers of previous heads of the Irish Taoiseachs since 1922 under its radio station network LBC.