The VP of Edison Research Strategy, Tom Webster, together with PodCastOne’s CEO, Norman Pattiz, recently announced the outcomes of the network’s progressive brand lift research. The studies comprised of advertising tests that revolved around five of the dominant nationwide consumer brands spread out across five different service and product categories. Additionally, the pre and post research showed considerable positive impacts of podcast advertising on the recall of precise messaging, intention to buy and brand recall.
Findings from the research are as follows:
- From pre-study to post-study, the awareness of a campaign for an automobile aftermarket product rose by 60% while that of a casual dining restaurant increased by 76%.
- During the post-campaign, over 60% of the audience mentioned a particular grocery brand. This figure was 7% up from the pre-campaign.
- More than one-third of the total respondents in the post-study had a favorable perspective of an automobile aftermarket product as opposed to 18% in the pre-study. Additionally, 22 % of the respondents in the post-study revealed that they were very likely to opt for a lawn and garden product compared to 16% in the pre-campaign.
According to Norman Pattiz, the research focused mainly on ascertaining that podcast advertising offers better brand awareness compared to traditional product advertising. He also emphasized that the findings validated the company’s approach to advertising and measurement.
Norman Pattiz in Brief
Norman Pattiz is arguably one of the most renowned individuals in the broadcast industry, particularly in the radio syndication. His reputation mainly stems from his role as the executive chairperson and founder of PodcastOne. Pattiz’s experience in the industry spans over four decades. Additionally, he is best known for being the brains behind the establishment of Westwood One. Under his able leadership, the company emerged as the leading provider of talk and traffic, sports, entertainment and news programming to the American broadcast industry. In fact, the company distributed NFL Football, CBS News, NCAA Basketball, The Super Bowl, CNN radio and a broad selection of syndicated talk shows and music.
Aside from Westwood One, Norman Pattiz is behind the formation of Courtside Entertainment Group, which is involved in distributing and producing quality programming. At the close of 2012, he created PodcastOne upon spotting the untapped potential of the audio on demand industry. Since then, the company has become one of the dominating entities in the market. Podcast One prides itself on its lineup of brands and personalities such as TheCHIVE, Freakonomics, Larry King, Steve Austin, Adam Carolla, Chris Jericho and many others. Learn more: