The Impact of Podcast Advertising

On an article published by PRNewswire on February 9th, 2017, Norman Pattiz who is the Executive Chairman of PodcastOne and Tom Webster, the VP of Strategy at Edison Research announced the results of a number of comprehensive studies. The comprehensive studies focused on the advertising test results with 5 big national consumer brands throughout 5 different categories of products and services. Conducted over 2016’s lat half, the study is the 1st ever study on post and pre-campaign brand lift for the podcast advertisers. The study portrayed the significant impact that podcast advertising has on brand recall, recall of specific messaging and intent to purchase.

The key findings acquired from the study showed that more than 60% of listeners talked of a certain grocery brand post-campaign which is an increase from 7% among the listeners during the pre-study. The findings also indicated that there was an increase on unaided product awareness from pre-study to post-study of 47% for the financial services products, 24% for a garden and lawn product and by 37% for an automobile aftermarket product. During the post-study, more than 1/3 of the respondents had a highly favorable opinion regarding the automobile aftermarket product which is an increase from 18% during the pre-study.

Three separate studies were conducted by Edison Research in 2016 on behalf of the PodcastOne. According to Norman Pattiz, the core focus of his company is to verify independently that podcast format offers improved brand impact well compared to the traditional advertising formats. He added that these results validated further the company’s multi-tiered approach to advertising and measurement that is integrated.

Norman Pattiz is the founder and the Executive Chairman of PodcastOne. He is a former consultant with Westwood One Inc, a company he established in 1974. Norman Pattiz was the President at the Broadcast Education Association. He is both a member and the chairman of the Board of Governors at the Los Alamos National Security, LLC. Norman formerly served as Chairman of the Lawrence Livermore National Security LLC. In 2000, he was appointed to work in the Broadcasting Board of Governors of the United States of America from 2000-2006 by both President Clinton and President Bush. Norman Pattiz has received many civic and professional awards such as the Freedom of Speech Award, The Distinguished Education Service Award and many others. In 2009, he was inducted in to famous National Radio Hall of Fame because of his great contributions to the industry of radio.

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