Norman Pattiz, Executive Chairman of PodcastOne, had another exciting announcement for the company in recent news. PodcastOne is proud to announce their partnership with Edison Research and the results of the series of comprehensive studies that were conducted. Founder of PodcastOne Norman Pattiz and Vice President of Strategy for Edison Research Tom Webster made the announcement of the results of the study.
These results come from a series of advertising tests that were done with five major national consumer brands spread across different product and service categories. The study was the first-of-its-kind, studying before- and after-campaign brand lift for these advertisers using the podcast. The study was done over the last six months of 2016 and the results showed a positive impact on intent to purchase, recall of specific messaging, and brand recall.
Some of the most important findings from the study include that more than 60 percent of PodcastOne podcast listeners mentioned the specific brand after the campaign versus only 7 percent who mentioned that particular brand before the study. Product awareness increased 24 percent for lawn and garden products, 37 percent for automobile aftermarket products, and 47 percent for financial services products. The awareness of specific messages also increased dramatically, 60 percent for automobile aftermarket products and 76 percent for casual dining restaurants.
This study was conducted by Edison Research on PodcastOne’s behalf, in conjunction with five national brands. Some of the brands used were popular or well-known, while others were not. Online surveys of audiences were done before the campaigns were run and done again after the campaign. The results of these surveys showed that the podcast listeners showed an increased willingness to purchase those brands and that they were more receptive to brand messages.
Norman Pattiz claims that PodcastOne’s main focus has always been to verify on their own terms that their podcast format gives brands an enhanced impact in comparison to more traditional advertising methods. The results of the Edison Research study verify Pattiz’s approach to integrated advertising and measurement.
Norman Pattiz is a radio giant, founder of the largest advertiser-supported podcast network in the country, PodcastOne. He is also the founder of WestwoodOne, the country’s largest radio network. Pattiz is a National Radio Hall of Fame inductee and was appointed to the Broadcasting Board of Governors by both President Clinton and President George Bush. Norman Pattiz also sits on the board of regents at the University of California and the Oversight Committee of the Department of Energy.