On 9th February 2017, Norman Pattiz, the executive chairman of the PodcastOne and Tom Webster, the Edison Research’s VP of strategy jointly released the findings of studies. The study involved five major consumer products in five different categories. This study was done in the second half of 2016.
The study was done in two stages, pre and post campaign. Podcast advertisement was shown to have an overall positive effect on various aspects of a product. Here are the key findings.
– The number of listeners who indicated a certain grocery brand increase from 7% in the pre-study to over 60% afterward.
– There was a rise in the unaided product knowledge in the two periods. The awareness of financial services product increased by 47%, automobile aftermarket product by 37%, and lawn and garden product by 24%.
– The number of respondents with a “very favorable” attitude on a car aftermarket product, increased from 18% in pre-study to over a third afterward. Those “very likely” to use a lawn and garden product increased from 16% in the pre-study to 22% post-study.
– There was a 60% increase in the level of knowledge of some campaign messages related to automobile aftermarket product after the campaign.
Edison Research carried out the survey in three different investigations in 2016 to find out the success of the podcast advertisement for the given national brands. Online surveys were conducted and the same methodology used before and after the campaign. Each company carried out advertisement between four and six weeks.
The researcher found that podcast audiences responded to the company’s messages. There was a significant increase in the willingness of the respondents to consider and /or buy those products.
Norman Pattiz said the results were an indicator of the company’s commitment to helping in selling other brands through advertisement. Tom Webster said he was happy that they were able to show the effectiveness of podcast ads.
About Norman Pattiz
According to Biz Journals, Norman J. Pattiz is the founder and former chair of Westwood One. The company provided news, sports, and traffic programming among others in the broadcast industry. In 2010, he was behind the founding of the Courtside Entertainment Group. In 2013, he founded and launched PodcastOne, a prominent audio on-demand programming producer, and distributor. Learn more about Norman Pattiz: https://www.entrepreneur.com/video/293555
On June 23, 2016, he became the executive chair at PodcastOne. He has been in the radio syndication for over decades.
Both President Clinton and President Bush appointed him in 2000 and 2002 respectively to the broadcasting board of governors of the United States of America.