According to a new study from Magna and IPG Media Lab, consumers react to audio and video advertising in unique ways based on their emotional state. A good mood increases “ad receptivity” to audio, whereas an excited state translates to better receptivity for video viewers. When people are tired, they’re least receptive to ads on both audio and video.

Magna also reports that audio format makes little difference—whether it be a podcast, music or audiobook in terms of attentiveness.

According to media trial study “Ad Receptivity, Deconstructed,” Magna and IPG Media Lab in conjunction with Pandora Media, found that “mood, needs, state and situation are key indicators of willingness to see an ad before exposure to it, and ad attention… the active behavior of noticing an ad for both digital video and digital audio consumers.”

The study surveyed 2,000 respondents who maintained an online diary of their digital audio and video consumption over 24 hours. Among the findings: While audio listeners and video viewers are similar in that they are most receptive to ads when in a state of excitement and when spending time with family, they exhibit distinct differences as well.

“Digital audio and video provide significant opportunities for advertisers to target audiences at the most opportune moments, but it requires really understanding what they are feeling and thinking when consuming different media,” said Kara Manatt, Senior VP, Intelligence Solutions & Strategy for Magna Global. “People are focused when listening to rock music, excited when watching action movies—and their mood states vary wildly throughout the course of a day and so does their openness to receiving an ad. Brands that understand the mood behind the action are dramatically more likely to grab the attention of listeners and viewers.”

Listeners are generally 35% more open to ads and specifically receptive when relaxed and focused. Ultimately, the more receptive consumers are, the more likely they are paying attention. In addition, Gen Z is an “elusive audience” that is least receptive to both video and audio advertising; while Millennials are receptive to both audio and video ads, although the study reported a 4% higher receptivity to video; and GenX is 32% more receptive to digital audio than digital video advertising.

Digital video viewers are highly receptive to ads when spending time with family and dramatically less so when pursuing interests and hobbies. Audio listeners, however, stayed relatively “situation-agnostic” with receptivity levels remaining fairly even across different scenarios, the study found.

Gen Z, Millennial and Gen X parents are “dramatically more open” to ads than their childless counterparts by dramatic margins. For instance, Millennial parents are 27% more receptive to video ads and 15% more receptive to audio ads than those without children.

And finally, Magna and partners found that audio format makes little difference—whether it be music, a podcast or audiobook in terms of attentiveness; while video content length does impact ad receptivity. Video viewers were most receptive to mid-length content like TV shows.

“This study validates that digital audio and video have infinite moments to reach people willing to be exposed to advertising,” said Pandora Senior VP of Research & Analytics Keri Degroote. “Marketers who understand the when, the where and the what to meet people’s state of mind and needs state will win their attention.”