76% of UK listeners have acted on a podcast ad according to Acast

Almost a quarter (23%) of UK adults have listened to a podcast in the past month, with 76% saying they have followed up on an ad or sponsored message they heard in a show, according to data from Acast.

The Swedish podcast ad startup surveyed 1,335 Brits in tandem with Ipsos. It found that two-thirds of UK podcast listeners were aged between 16 to 34, with 27% of this group listening to a show once a week, while 29% listened to a show twice a week.

While the data showed that the chiefly millennial audience were more likely to use ad blockers (31%), a significant 84% of respondents admitted they were likely to stump up cash for premium services.

76% said that they had followed up on an ad or sponsored message they heard on a podcast, while 37% said an ad had led them to seek out further information on a product, and 24% were prompted to visit a brand's website.

Several brands have been tapping into the power of podcasting over the past 12 months including lingerie brand Freya and entertainment giant Marvel.

In the UK, the Interactive Advertising Bureau (IAB) has been looking to make it easier for brands to advertise on the medium, recently launching its first 'Podcast Playbook'.