A pioneering study shows that most people exposed to podcast advertising messages often recall the promoted brand, are willing to purchase the product, and remember specific messages. Norman Pattiz, the Chairman of PodcastOne, and Tom Webster, Edison Research’s Vice President, recently announced the findings of the study which was conducted in the last half of 2016.
How Edison Research conducted the research
Edison Research carried out three different studies last year. The studies, which were conducted for PodcastOne, examined how effective podcast adverts were for five major brands. Some of the companies were strong brands that were looking to send new messages to their target audiences.
Others were lesser known organizations that wanted to increase brand awareness and trial of their products. In all the cases, the researchers surveyed listeners of leading podcasts. The studies were conducted before the adverts ran and after the campaigns.
What the Result Revealed
The findings revealed that not only were the podcast listeners receptive to the advertising messages, they were also willing to purchase the advertised products.
About Norman Pattiz
- More than 60% of customers, who were exposed to a podcast advert, remembered a specific grocery brand after four to six weeks.
- The study also revealed that most consumers learned about the product on their own. The awareness for a product that provides financial services increased by 47%; that for an automobile aftermarket product by 37%; and for a garden product by 24%.
- The post-study showed that more than a third of audiences held a positive opinion of the automobile aftermarket product after listening to the adverts. 22% of the listeners also indicated that they were likely to use the garden product.
- Awareness of the advertising message of the automobile market product increased by 60% and for a restaurant by 76%.
Normal Pattiz is the founder and chair of PodcastOne. The company, which was founded in 2013, has grown to become a leader in audio programming.
It is home to several well known personalities including Dan Patrick, Kathie Lee, Brandi Glanville, Dr. Drew and Adam Carolla. Pattiz has received several accolades recognizing his contribution to the broadcasting industry.
Norman Pattiz also started Westwood One, America’s leading radio network. The network provides news, entertainment, talk, sports, and traffic programs to several broadcasters.
Pattiz is also the founder of Courtside Entertainment Group, a company that finances and produces quality programming in various platforms. Popular personalities such as Bill O’Reilly and Dr. Drew Pinsky work at Courtside Entertainment Group.
Learn more about Norman Pattiz: http://www.bizjournals.com/losangeles/potmsearch/detail/submission/6417371/Norman_Pattiz