Research on Podcast Advertising by PodcastOne

Norman Pattiz who is the executive chairman of PodcastOne and Tom Webster who is the VP of Strategy at Edison Research announced the results of a sequence of inclusive studies that looked at the results of tests in advertising with five big national consumer brands in 5 categories of different products and services. Learn more about Norman Pattiz:

This is according to an article published by PRNewswire on 9th February 2017. The study was conducted in 2016. It is the first study of before and after campaign brand lifts focusing on podcast advertisers.

The study showed a significant positive impact in podcast advertising on intent to purchase, brand recall, and specific messaging recall.

The main conclusions of the studies were as follows;

  • More than sixty percent of listeners mentioned a particular grocery brand after the campaign. It was 7% before the study.
  • There was an increase in awareness of 47% for products in financial services, 24% in garden and lawn products, and 37% for products in automobile aftermarket products from before the study and after the study.
  • There was an increase of 60% of awareness of a particular message on products in automobile aftermarket. This ranged from before the study to the after study.
  • There was an increase of 76% in awareness of products in casual dining restaurant.

The Research was conducted by Edison Research on behalf of the PodcastOne in determining podcast advertising effectiveness of 5 national brands. Some these brands were popular while others were less popular. They were looking for an increase in awareness.

The results of these studied suggested that the audience of the podcast was interested in brand messages. They showed an improved willingness to purchase the particular brands. Tom Webster stated that his company was happy to work with PodcastOne and the five brands in measuring the force of podcast advertising.

Norman Pattiz is the chairman of the PodcastOne. He is an American entrepreneur involved in the industry of broadcasting. Norman was born in 1943. He is the founder of Westwood One.

This is a radio network. Norman Pattiz is a national radio hall of fame member. He established Westwood One in 1976 and grew it to become the largest radio network in America. The company is also among the top media companies in the world.

Norman is a former president of the Broadcast Education Association. President Clinton appointed Norman Pattiz to serve on the broadcasting board of governors.

Learn more about Norman Pattiz:

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