In an article on PR Newswire the Chairman of PodcastOne, Norman Pattiz, shared the results of a study was conducted by Edison Research. The results of the study showed that advertising on podcasts leads to great results.
The study was performed with 5 major product brands in 5 different product and service categories. The results of the study showed that advertising on podcasts leads to high brand recall, consumers intent to purchase the brand advertised, and good recall of what the advertisement was about. Some of the specific findings of the study included 60% of listeners mentioned one of the brands in the study after the campaign was over while before the study the brand was talked about by only 7% of the study participants. Another result was for an automobile aftermarket product; the number of people saying they thought “very favorably” of it went from 18% to 33%.
The research that Edison Research performed was done over three separate studies all conducted in 2016. The brands used ranged from very well known brands to those that were looking to increase awareness among consumers. Each study ran for 4-6 weeks while the products that were being studied were advertised on PodcastOne’s different podcasts. The overall result of the research was that podcast audiences are willing to listen to brand messaging and were more likely to consider purchasing products that had been advertised on a podcast they listened to.
When announcing the results Norman Pattiz said that the independent study was done to verify if advertising on podcasts was more effective than that appearing in traditional media. He went on to say that the resulted validated their approach to integrating advertising into the podcasts on his network.
Norman Pattiz is the Founder and Executive Chairman of PodcastOne. He has worked in media since 1977 when he founded media giant Westwood One which would go on to dominate radio across the United States. He came up with the idea of PodcastOne when meeting Kit Gray, a person that was representing his client’s podcasts. Pattiz realized that this was the digital equivalent of Westwood One and so launched PodcastOne in order to compete in this new market. 4 years after PodcastOne started it is now the dominant podcast company in the industry.