NEW YORK: Most US podcast fans prefer to buy those brands that advertise on their favorite shows, a new survey has shown.

The Interactive Advertising Bureau, in partnership with Edison Research, surveyed 953 Americans over the age of 18 who indicated that they "currently listen to podcasts" for its Podcast Advertising Study.

This found that nearly two-thirds (65%) of fans were more willing to consider purchasing products and services they learn about during a podcast.

And 60% said that, given equal price and quality, they would choose to buy products from companies that advertised on their favorite podcasts.

How those ads were presented was also a factor, as the study showed listeners preferred sponsorship messages and host mentions of products and services to pre-recorded advertisements during podcasts.

This, said the IAB, emphasizes the advertising opportunity created by the personal relationship between podcast hosts and their audiences.

The top actions likely to be taken in response to hearing a sponsorship message or advertisement during a favorite podcast, included visiting a sponsor's website (45%), considering a new product or service (42%), and gathering more information about a product or company (37%).

“These results quantify for the medium what we've seen in much of our client work,” noted Tom Webster, Vice President of Strategy, Edison Research. “Podcast listeners not only don't reject advertising in the medium, they are actually very receptive to the right message, delivered in the right environment.”

The fact that podcast fans can listen whenever and wherever they want – more than 70% cited these as important value propositions – may also be relevant to that openness to sponsor messaging.

Data sourced from IAB; additional content by Warc staff