Norman Pattiz

The results of a first of its kind series of studies for various podcast advertisers has revealed a boost in product awareness and tendency to buy.

The studies, which took in five key customer brands across five diverse product and service groupings, were announced by PodcastOne Executive Chairman Norman Pattiz and Edison Research vice president of strategy, Tom Webster.

Edison Research conducted three separate studies in the interests of PodcastOne in 2016 which emphasized national brands, some of which were well-known while others were lesser-known brands searching for increased awareness.

In each pre-campaign and post-campaign podcast listeners were given online surveys before the advertising campaign began and after the trial ended, approximately four and six weeks after the campaign.

The study showed more than 60 percent of Podcast listeners referred to a particular grocery brand after the ad runs, an increase of 7 percent from the pre-study.

There was also a 37 percent increased awareness of campaign message, in particular for an automobile aftermarket product and a lawn and garden product got to see an improvement of 24 percent. Independent product knowledge for a financial services product picked up 47 percent post-campaign.

Edison Research vice president Tom Webster commented in a statement that since their approach allowed for the before and after study, the company was in a position to demonstrate the major impact podcast advertising has on many efficient measures. Learn more about Norman Pattiz:

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What’s more in the post-study, more than 33 percent had a very favorable opinion of an automobile aftermarket product, a jump of 18 percent from pre-study. And 22 percent said they were almost influenced enough to use a garden and lawn product.

Also in post-study research, awareness of a specialized campaign message for casual dining restaurant climbed 76 percent and an automobile aftermarket product rose by 60 percent.

According to Crunchbase, Norman Pattiz, who founded Podcast, has extensive knowledge and know-how in the broadcast industry. He also founded radio-giant Westwood One in 1974 which went on to become the largest radio network in the country.

Pattiz has received numerous awards including the Giants of Broadcasting Award from the Library of American Broadcasting and the Freedom of Speech award. He was also inducted into the National Radio Hall of Fame.

He and his wife reside in Santa Barbara and Beverly Hills, California.