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

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By Rebecca Stewart | Trends Editor

April 2, 2018 | 3 min read

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.

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76% of podcast listeners say they have acted on a brand message from a show / Pexels

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.

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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'.

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