The Executive Chairman of PodcastOne Norman Pattiz and Tom Webster, the V.P of Strategy at Edison Research announced the results of the latter’s comprehensive studies on the effects of advertising tests. The studies concentrated on five of the nation’s biggest consumer brands and stretched across five different service and product categories.
This was the first of such studies concentrating on both post- and pre-campaign brand lift focusing on podcast advertisers. It was held over the second half of 2016. It showed the significant and positive impact of advertising through podcasts on brand recall, recall of specific messages, and intent to purchase.
Key Findings from the Edison Research Studies
- Over 60 percent of listeners cited a particular grocery brand post-campaign, a seven percent increase from listeners sampled pre-study.
- Unaided product awareness for financial services products grew by 47 percent between the pre-study and post-study period. Automobile aftermarket and garden products increased by 37 and 24 percent respectively.
- The awareness of campaign messages for casual dining restaurants rose by 76 percent between the pre-study and post-study period. Automobile aftermarket products grew by 60 percent.
- In the post-study, at least one-third of sampled respondents said that automobile aftermarket products were ‘very favorable.’ Only 18 percent of respondents held a similar opinion in the pre-study. For garden and lawn products, 22 percent of respondents held a ‘very likely’ opinion when asked if they would use the products.
In 2016, the Edison Research team conducted three different studies on behalf of PodcastOne. They aimed to examine how effective podcast advertising was for five national brands. The results of the studies showed that podcast audiences were affected and receptive to different brand messages. Learn more about Norman Pattiz: https://www.linkedin.com/in/norman-pattiz
Norman Pattiz said that the focus of the research was to independently verify the effect of podcast format advertisements on enhancing brand impact among listeners. On the other hand, Tom Webster from Edison Research expressed the research body’s excitement after partnering with PodcastOne.
PodcastOne’s Founder Norman Pattiz also serves as a Regent of California University and as the Chair of Lawrence Livermore as well as Los Alamos National Security Laboratories.
Norman is a council member of Foreign Relations and Pacific Council on International Relations. In 2009, Norman was added into the National Radio Hall of Fame and received a Broadcasting prize from the Library of American Broadcasting. Pattiz also founded Westwood One, a giant radio network.