Norman Pattiz the PodcastOne executive chairman teamed up with Tom Webster the Edison Research VP of Strategy. They did a series of comprehensive studies to see what the results were for advertising tests with five major national consumer brands. The products and categories in the study were for pre and post campaign for podcast advertisers.
The studies were done in 2016 and the data showed the positive impact podcast advertising has for the products. This included brand recall, plus the intent to purchase and messaging.
The results showed that before an advertising campaign the product went from 7% to 60% after the mention of a grocery brand. Financial services products reached 47% and auto aftermarket products up by 37% and lawn and garden products reached 24%.
After the advertising campaign more than one-third of the people responding had a very favorable opinion of the aftermarket auto products. The lawn and garden products participants said they were very likely to consider them. While the aftermarket auto products increased by 60 %, another product advertised was casual dining restaurants that hit 76%.
This was divided into three studies for PodcastOne to learn about podcast advertising for the five national brands. The products while some were well-known others were lesser known. The well-known products got new messaging and this data is from after the products were advertised between 4 and 6 weeks.
Executive Chairman Norman Pattiz said about the studies the PodcastOne has a core focus to independently verify the podcast format. This way they can make certain the advertising of products is has a larger impact than traditional types of advertising brands.
Crunchbase reports that Norman Pattiz is a founder of PodcastOne and has more than 40 years in radio syndication. He was a founder of Westwood One that while there the company became the largest American provider of talk and traffic including sports, news, and entertainment. In 2010 Mr. Pattiz founded Courtside Entertainment Group.
Norman Pattiz served on the Broadcasting Board of Governors of the U.S. he was appointed by President Clinton in 2000 and reappointed in 2002 by President Bush. The board oversees all U.S. broadcasting services except for military broadcasting.
These services include The Voice of America, Radio Free Europe, Middle East Broadcasting, and Radio Liberty, along with others. Mr. Pattiz got inducted into the National Radio Hall of Fame in 2009 and got the Giants of Broadcasting Award from the Library of American Broadcasting.
Learn more about Norman Pattiz: https://www.slideshare.net/NormanPattiz