PodcastOne’s Norman Pattiz and Edison Research’s Tom Webster announced the results of their joint comprehensive studies into the effects of podcast advertising on listeners. The studies concentrated on five national consumer brands picked from across different categories of products and services.
The study looked into both the pre- and post-campaign periods of podcasts’ brand lift advertisements. The results revealed that podcast advertising had a significant positive impact on brand recall, recall of a particular message, and consumers’ intent to purchase.
The Methodology of the Studies
In 2016, Edison Research did three separate studies that examined podcast advertising effectiveness for five national brands. Some of the brands selected in the survey were popular, but launching new advertisements, while others were relatively known brands looking to increase their awareness.
Audiences of several podcasts were surveyed online before advertising campaigns ran and again four-six weeks after advertisements ran. The results revealed that podcast audiences were not only receptive of the advertisements but also influenced by the messaging. Learn more about Norman Pattiz: https://www.behance.net/normanpattf4be
Norman Pattiz said that his PodcastOne Network’s focus in the studies was to independently verify whether podcast format advisements enhanced brand impact similarly to or more than traditional advertising. Tom Webster, a strategy V.P from Edison Research said that the research facility was excited with its partnership with PodcastOne throughout the Studies. He added that the survey methodology selected for the studies ensured accurate findings.
Norman Pattiz started PodcastOne in 2013 and presently heads the network as its Executive Chairman. He has managed to grow PodcastOne into a premier network that hosts at least 200 popular podcasts. Pattiz is a successful businessman with over four decades of experience working in radio syndication.
He is also credited with the establishment of Westwood One – a network that he grew into the largest provider of entertainment, news, sports, talk, and traffic programming in America. The network distributed, owned, or managed CBS News, NBC radio networks, NFL Football, CNN Radio, NCAA Basketball, The Super Bowl, March Madness, the Mutual Broadcasting System, and several other syndicated talk and music shows.
Pattiz also founded Courtside Entertainment Group that produced and distributed quality programming. His decision to launch PodcastOne was fueled by the untapped opportunities that he identified in the audio on-demand market. Pattiz has served on the U.S. Broadcasting Board of Governors.
The Library of American Broadcasting awarded him the Giants of Broadcasting Award. He was also inducted into the prestigious National Radio Hall of Fame.