It was in February 2017 when the executive chairman of PodcastOne, Norman Pattiz and Edison Research Vice President of Strategy Tom Webster announced the results of a major advertisement study. The study involved advertising tests conducted with five major consumer brands in five diverse products and service categories. A series of comprehensive studies were conducted on pre and post-campaign lift for the podcast advertisers’ brands, and it was completed within the first half of the year 2016. Some of the main findings from the study are as follows:
- More than 60 percent of listeners identified a specific brand of grocery post-campaign which is a 7 percent increase from the number of listeners in pre-study.
- Product awareness increased by 47 percent from the time of pre-study to post-study for the financial services products. A 3 percent increase was experienced for automobile aftermarket product and 24 percent increase for garden and lawn products.
- During the post-study, more than a third of the listeners gave very favorable opinions on automobile aftermarket product, and this was 18 percent improvement from the pre-study period. Also, 22 percent of listeners were very likely to purchase the garden and lawn products in post-study, and this was a 6 percent improvement from the pre-study.
- Awareness of a certain automobile aftermarket product and a casual dining restaurant campaign messages increased by 60 percent and 76 percent respectively from Pre-study to the post-study.
Edison Research carried out three different studies on behalf of PodcastOne in the year 2016 so as to evaluate the effectiveness of their advertising services with five national brands. The study included online assessments of the audiences before the advertising campaign by Podcast started running and after each brand runs for about four to six weeks following the same methodology. The results thus show the outcome before and after the campaign studies, and it is evidenced that the podcast’s audiences are effectively receptive to the brand messages and are also willing to consider the brands.
About Norman Pattiz
Norman Pattiz is a broadcasting entrepreneur and is the founders of PodcastOne where he serves as the executive chairman. He was born in the year 1943, and by 1976 he founded Westwood One which is a radio syndication firm that he grew into the largest radio network in America. Renowned people have recognized Pattiz in his career including President Clinton and Bush who appointed him to the United States Broadcasting Board of Governors (BBG). Through his work, Pattiz has received numerous broadcasting awards which include Giants of Broadcasting Award from Library of American Broadcasting. PodcastOne was founded in the year 2012 as Launchpad before it changed its name in the year 2013.
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