The Founder and Executive Chairman of PodcastOne, Norman Pattiz and Edison Research Vice President of Strategy Tom Webster disclosed the results of progressive studies of advertising tests which were based on five leading national consumer brands across five diverse service and product categories. It was the first-ever study of a pre and post-campaign brand lift for podcast advertisers and was conducted in the course of the last half of 2016.
KEY FINDINGS FROM THE STUDIES
- More than 60% of the audience the mentioned a particular grocery brand post- campaign, up from 7% among audience members in the pre-study.
- An increase of 47% in the unaided product awareness for financial services product from the pre-study to the post-study, by 24% for a lawn and garden product and by 37% for an automobile aftermarket product.
- More than one-third of respondents had a positive opinion of an automobile aftermarket product which was an increase from 18% in the pre-study. In the post-study, about 22% of respondents claimed that they were likely to use a lawn and garden product which was an increase from 16% in the pre-study.
- An increase of 60% in awareness of a particular campaign message for an automobile aftermarket product from the pre-study to the post-study and a casual dining restaurant by 76%.
These results showed that podcast audiences are receptive to brand messages and have the willingness to purchase those brands. It was a successful research study to PodcastOne whose primary focus is to independently verify that the podcast format provides enhanced brand impact well beyond advertising formats.
Norman is also the Founder of Westwood One which under his administration turned into America’s biggest radio network and provider of sports, news, talk, entertainment and traffic programming to the Broadcast business. He also founded Courtside Entertainment Group in 2010. In 2000, President Clinton appointed Norman Pattiz to serve on the Broadcasting Board of Governors of the United States of America and was later reappointed by President Bush in 2002.
Moreover, Norman Pattiz is the Chairman of Lawrence Livermore and Los Alamos National Security Laboratories and also serves as a Regent of the University of California. He is among the members of the Council of Foreign Relations and the Pacific Council on International Relations. In 2009, he was inducted into the National Radio Hall of Fame and won the Giants of Broadcasting Award from the Library of American Broadcasting.
To learn more about Norman Pattiz, visit http://normanpattiz.com/author/npattiz/.