Norman Pattiz, Executive Chairman of PodcastOne, recently announced the results of a comprehensive study conducted by Edison Research. This series of studies looked at the results of advertising tests across five product and service categories with major national consumer brands.
This study is the first of its kind, looking at pre- and post-campaign brand lift and was conducted over the last six months of 2016. The study showed a positive impact on intent to purchase, recall of specific messaging, and brand recall on podcast advertising.
The studies have shown that more than 60 percent of the listeners mentioned the specific grocery brand after the campaign, as compared to only 7 percent who did the same before the campaign.
Product awareness after the campaign also increased by 37 percent for an automobile product, 24 percent for a lawn and garden product, and 47 percent for a financial services product. The study also showed that more than one-third of people had a very good opinion of an automobile product. Message awareness for a casual dining restaurant increased by 76 percent after the campaign and an automobile product message awareness increased by 60 percent.
Three separate studies were conducted in 2016 by Edison Research on behalf of the media giant, PodcastOne. The studies were done to examine podcast advertising effectiveness. Some of the brands used in the campaign were well known, but others were not.
Online surveys were completed 4-6 weeks before the campaign began and then again after the campaign was completed. Executive Chairman of PodcastOne Norman Pattiz was very pleased with the results, showing that podcast audiences were receptive to brand messages and even showed more willingness to purchase those particular brands.
Norman Pattiz is well known in the media world, as the founder of Westwood One and PodcastOne. He has been inducted into the National Radio Hall of Fame and sits on the board at many organizations like Los Alamos National Security LLC and the USC Annenberg School for Communication and Journalism. Norman Pattiz also sits on the board of regents of the University of California.
According to Forbes, Norman Pattiz is on the Pacific Council on International Policy and the Council of Foreign Relations. Norman Pattiz was even appointed by President Clinton and President Bush to sit on the Broadcasting Board of Governors, overseeing all non-military broadcast services on an international scale.
He also helped to create a radio and TV broadcast service that services 22 countries in the Middle East.
Learn more about Norman Pattiz: http://www.usatoday.com/story/tech/2015/09/24/norm-pattizs-podcasting-bet-paying-off/72693896/