News UK’s Octave adds digital audio and sponsorship to J-ET

Octave can now trade its digital audio and sponsorship through J-ET, bringing News UK inventory into the UK radio system.

Adwanted UK has confirmed that News UK’s Octave is making its audio inventory available through J-ET, the industry’s trading and accountability platform.

Octave joins Bauer Media AudioXI and Global DAX, which both added digital inventory when J-ET launched digital trading last November.

The move means agencies can book Octave’s digital equivalents of News UK’s radio brands, including talkSPORT and Virgin Radio UK, alongside its podcast portfolio through the same system used for linear radio.

Octave reports a combined monthly reach of more than 14.5 million listeners and says it is underpinned by first party data covering more than 39 million consumers. It is also the first sales point to offer digital sponsorship trading through J-ET, in addition to spot bookings.

Russell Pedrick, Managing Director at Octave, said: “Joining J-ET is a pivotal step in Octave’s mission to shape the audio landscape. By integrating our premium, data-fuelled inventory into the industry’s core trading hub, we are effectively bridging the gap between linear and digital audio.”

He added that the collaboration would help build “a more unified ecosystem” for broadcasters and advertisers.

J-ET was developed and is managed by Adwanted UK, formerly Mediatel, and has been used by stations and agencies for more than two decades for trading and reporting.

Chontal Angus, JICRIT Executive Consultant, said: “It’s incredibly exciting to welcome Octave to J-ET Digital, joining launch partners DAX and audioXI.”

Helen Haslam, Head of Planning and Business Director at Radio Works Group, said adding more digital providers strengthens audio planning and buying across linear and digital within the platform.