Edison Research is a leading research firm in the Podcasting space. It conducted its first pre and post-study of the brand impact for podcast advertisers in the last half of the year 2016 on five major consumer brands. The results showed a significant positive effect of Podcast advertising on brand perception, brand recall, brand awareness, recall of specific messaging, and the likelihood to purchase the advertised product or service. Edison Research conducted three separate surveys using the same methodology on behalf of Podcast One in 2016.
They compared the results with the brand prior and after the Podcast One advertising campaigns. Each brand was run for 4-6 weeks. There was a significant positive change as Podcast audience responded to the brand messages and showed a consideration and a desire to purchase the products or the services advertised.
This was an absolute verification that Podcast format of advertising is more enhanced compared to the traditional advertising models.
Norman Pattiz announced the results on 9th February 2017. Norman is the executive chairman and vice president of Strategy at Edison Research Tom Webster. The findings indicated that there was a 53% increase in those who talked about a particular grocery after the brand campaigns were run. Learn more about Norman Pattiz: http://www.thalamus.co/blog/norm-pattiz-podcastone/
Financial Services unaided awareness rose by 47%, an automobile aftermarket product grew by 37%, and a lawn and garden product awareness also increased by 24%. A third of the respondents showed a favorable opinion of an automobile aftermarket product in the post study that was higher by 18% from the pre-study results.
There was a 6% increase for considerations and likelihood in buying the lawn and garden product after the campaigns. There was also an increase in awareness of a particular campaign message for an automobile aftermarket product by 60% and a casual dining restaurant by 76% from pre-study to the post- study.
Norman Pattiz is an American broadcasting entrepreneur and the founder of Podcast One. It was launched in 2013. He has been involved in radio syndication and broadcasting industry for more than 40 years. Podcast One is the nation’s leading advertiser and audio in demand programming network that currently presents 340 hours in each week of original programming among more than 200 podcasts.
He is the former founder of Radio Giant Westwood One, Inc. Norman founded it in 1974 and served as the chief executive officer until 1994. He was the president of Broadcast Education Association.