Norman Pattiz, PodcastOne Executive Chairman, and Tom Webster, the VP of Strategy at Edison Research recently announced the findings of a couple of comprehensive studies based on advertising tests involving five major consumer brands from different product and service branches. This was the first ever study of its kind focused on podcast advertisers. The study demonstrated the positive impact that podcast advertising has on intent to purchase, recalling of specific messaging, and brand recall.
The Findings of the Study on Podcast Advertising
The results of the studies were as follows:
More than 60% of listeners were familiar with a particular grocery brand “post-campaign”, a number that had increased from 7% when compared with listeners of the “pre-study”
- When compared with the “pre-study” of the same brands, the was an increase in the “post-study” product awareness for a particular financial service brand by 47%, while that of an automobile product increased by 37%, and that of a garden product increased by 24%
- In the “post-study”, more than a third of the listeners had a favorable opinion regarding an auto-mobile product, which was an increase from the 18% registered in the pre-study
- The awareness about a particular campaign message regarding an automobile product had increased by a whopping 60% in the “post study”, while that regarding a dining restaurant registered a 76% increment
The findings of these studies prove that podcast audiences respond better to brand message. The audiences also are more willing to learn more about/or buy these brands.
According to the Podcast One Founder, Norman Pattiz, the results come to validate the comprehensive and effective approach that podcast one applies to advertising.
Edison Research VP of Strategy, Tom Webster, admitted that the study demonstrated the significant impact of podcast advertising on various effectiveness measures.
About Norman Pattiz
Norman Pattiz is the Executive Chairman and Founder of PodcastOne. Pattiz has more than 40 years worth of experience in “radio syndication”. Pattiz also founded Westwood One, a company that turned out to be the largest broadcaster of news, entertainment, and sports in America. Westwood One owned and distributed CBS News, NFL Football, CNN radio March Madness, NCAA Basketball, and many other popular shows.
In 2009, Norman Pattiz was awarded the “Giants of Broadcasting Award” by the “Library of American Broadcasting”. Norman is a regent of the “University of California”. Currently, he and his wife, Dr Mary Turner Pattiz, reside in Beverly Hills.
Follow Norman Pattiz on Facebook.