ComScore Says People Prefer Ads in Podcasts Over Any Other Digital Medium

Advertisers might want to listen up: A new report says that if people have to receive ads, they’d rather hear them in podcasts.

According to results of a new comScore study, ads within a podcast were found to be the least intrusive when compared with other types of digital ads. And not only do listeners not mind hearing them—they act on them. The study of 2,000 U.S. respondents ages 18 to 49 found that two-thirds of listeners have acted on ads they heard in a podcast either by researching a product or service or by actually purchasing something they first heard about in an episode.

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