Podcast listeners seem to be more prone to action after hearing an ad, especially when it is tailored to their interests.

That’s based on poll of 1,200 people conducted by podcast hosting and monetization platform Acast with consumer research platform Attest.

Among Canadian listeners, 88% of respondents have taken action as a result of podcast advertising, a number that goes up to 91% among those who identified as “frequent” listeners.

Breaking the data out by ad type, sponsorships are particularly effective at influencing bottom funnel metrics like purchase intent.

Despite the ability to easily skip past ads or sponsored segments, the research found that about two in three Canadian podcast listeners listen to ads or sponsorships at least half of the time. By comparison, data from Sharethrough found that for TV ads, the inverse is true – 66% of viewers avoid ads.

Canadian listeners have deep connections with podcast hosts, something that is driving top and bottom funnel action for advertisers. These relationships extend beyond podcasts and into other forms of media. For example, 67% of Canadian listeners said they follow a podcaster on social media, which provides more opportunities for brands to engage with these audiences.

In addition, 55% of Canadian listeners feel that there are less ads on podcasts than other types of media, meaning there is room for more advertisers to get involved on the medium.

Interest and context can be more effective than targeting demographics. Advertisers can have the most success by targeting listeners based on their interests (86%) and context (78%) of the podcast, according to the listener feedback.