Norman Pattiz established PodcastOne, a prominent advertiser-supported podcast network. PodcastOne Company in collaboration with Edison Research conducted a sequence of comprehensive studies to show the intensity of product awareness, the perception, as well as the propensity to purchase.
The study was conducted across five chief consumer companies offering different services and products. Edison Research carried out three separate studies on behalf of PodcastOne. It was the first study in history that looked into pre- as well as post-campaign brand awareness for podcast advertisers.
The study was conducted in the last half of 2016. The president of PodcastOne Norman Pattiz, and Edison’s Research Vice President of Strategy, Tom Webster, announced the results of the study.
According to the study, there is a substantial progressive impact of podcast advertising on product awareness, recall of specific messaging, and the intent to buy. The researchers documented the main findings in the study. In a pre-study, 7% of the listeners mentioned a specific grocery brand. However, the percentage rose to 60% in the post-campaign.
Some of the brands in the study were popular brands aiming to introduce new messaging. The rest of the brands were not popular. They were seeking increased trial and awareness. In each product, online surveys on the audiences of various leading podcasts were carried out before the onset of the campaign.
The brands were advertised on the podcasts for four to six weeks using the same technique for each case. The results obtained in the pre- and post-campaign studies showed that the podcast audiences were responsive to the brand messages. Learn more about Norman Pattiz: https://www.entrepreneur.com/video/293555 and https://members.nationalgeographic.com/359861042336/
The audience showed increased willingness to consider and purchase the products and services offered by the brand. The main aim of this study was to show that podcast format provides superior brand impact as compared to traditional advertising formats and this was validated by the results.
Norman Pattiz is the founder of other prominent companies such as Westwood One Radio Company, which prospered in his reign to become the largest radio network in America. He also founded Countryside Entertainment Group, which produced and distributed quality programming. He founded PodcastOne in 2013. The company has flourished and is currently the leading audio-on-demand programming. Some of the clients include Adam Carolla, Steve Austin, Dr. Drew, NPR Los Angeles, NPR New York, and Kathie Lee Gifford.
Pattiz was appointed to serve on the United States’ Broadcasting Board of Governors by President Clinton and Bush. He was nominated to the National Radio Hall of Fame where he attained the Giants of Broadcasting Award.