Executive Chairman of Podcast One, Norman Pattiz, alongside Research VP of Strategy at Edison Research, Tom Webster, have released a press statement announcing the findings of a set of comprehensive studies. The studies examined the results of advertising tests across five major consumer brands in five separate product and service categories. That groundbreaking study of brand lift among podcast advertisers during the pre- and the post-campaign period was carried out at the end of 2016. The study showed that podcast advertising resulted in a significant positive impact on message recall, purchasing intent and overall brand recall. According to https://finance.yahoo.com/news/norman-pattiz-announces-hollywoods-legendary-204000537.html, PodcastOne is an ad-supported podcasting network that was started by Norman Pattiz, who is also the founder of Westwood One, a giant in the US radio industry.
In three studies carried out in the latter part of 2016, Edison research was able to establish that podcast advertising had a positive impact on the brands they examined. For instance, more than 60% of PodcastOne listeners recalled a particular grocery brand after the campaign, compared to 7% before the study. The unaided awareness of a financial services product rose by 37%, while those of an automotive aftermarket product and a lawn and garden product rose by 37% and 24% respectively. Post-study, 22% of the audience said they were very likely to use a lawn and garden product, rising from 16% before the study. The awareness of a particular message contained in the campaign for an aftermarket automotive product went up by 60% after the study, while that of a casual dining restaurant increased by 76%.
Independent verification of advertising impact
According to PodcastOne founder Norman Pattiz, the company’s core focus had always been to find a way to independently confirm that the podcast broadcasting format offers the kind of brand impact that is not possible with more traditional media formats. He added that the results were a validation of his firm’s multi-tiered strategy for integrated advertising and the measurement of its impact. On his part, Edison Research VP of Strategy Tom Webster added that his company was excited to work with PodcastOne and the five top brands to independently establish the impact of advertising via podcasts.
About PodcastOne chairman, Norman Pattiz
Mr. Norman J. Pattiz, who is also known as Norm, is the founder of Westwood One Inc., which he started in 1974. He served as the company’s Chief Executive Officer until 1994 and has been a consultant for Westwood One since 2010. He founded PodcastOne in 2013, serving as the company’s Chief Executive Officer until June 2016. Learn more: https://www.linkedin.com/in/norman-pattiz