On Feb. 9, 2017, PRNewswire released a story about the first studies ever conducted to measure the effectiveness of podcast advertising. The principals involved are Norman Pattiz and Tom Webster. Mr. Pattiz is Executive Chairman of PodcastOne, and Mr. Webster is a VP at Edison Research.
The team came together to create a series of studies involving five major national consumer brands from a variety of categories. The goal was measuring brand lift before and after the advertising campaign. And the results showed powerful positive influence in three distinct areas; brand recall, intent to purchase, and recall of specific messaging.
The studies also provided other notable findings including mention of a brand post-campaign up 7%, and unaided awareness increased for three products in three separate categories. First, 47% for financial services followed by, 37% for an automobile aftermarket, 24% for a lawn and garden, and awareness of a campaign message for a restaurant increased by 76%.
Over-all post-campaign respondents identified the brand more quickly, had an increased interest in purchasing the product, and could pull up a message about the product at a higher percentage.
Norman Pattiz has about four decades of experience in radio syndication and is the founder and Executive Chairman of PodcastOne. He also founded Westwood One and led that organization to the top of the competitive podcast programming mountain. He left most of his competitors in the dust as he provided quality programming in news, sports, entertainment, and talk show.
Westwood One worked in every area of radio by owning, managing, or distributing to many major networks. They were active in the biggest broadcasts of sports, talk, and music. In 2012, Pattiz saw an opportunity to fill a gaping hole in the audio on demand industry and created PodcastOne.
For those who aren’t familiar with Podcast One, the company leads the way in digital on demand spoken-word audio. His innovative broadcasting has evolved into a network of over two hundred shows. The lineup is awash in celebrities and covers a broad scope of subjects including politics, comedy, medicine, fitness, sports, sex, and much more. And, apparently, for advertisers looking to reach a vast and diverse audience, Podcast One is like a refreshing drink on a hot summer day.
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