Five National consumer brands had participated in this first-of-its-kind study and the results are truly an eye opener.
Executive Chairman of PodcastOne, Norman Pattiz and VP- Edison Research, Tom Webster, have announced these results after comprehensive studies. This study of pre- and post-campaign for brand lift was done for podcast advertisers in 2016. It revealed that there is a significant impact of podcast advertising. It makes a mark on brand recall, purchasing intent as well as on recall of messaging.
The key findings from these studies showed that more than 60% of listeners were able to recall a specific grocery brand after the campaign. The unaided product awareness enhanced from pre-study to post-study by nearly 47% in case of financial services products and by 37% for automobile product and by nearly 24% in case of a garden product.
The post-study showed over one-third of respondents having “very favorable” opinion of automobile aftermarket product. The post-study showed 22% being “very likely” to using a lawn and garden product as compared to 16% in the pre-study.
People became more aware of a specific campaign message that was for an automobile aftermarket product, by 60% from the pre-study as compared to the post-study. This increase in awareness for a dining restaurant was by 76%.
Edison Research had conducted three separate studies on behalf of PodcastOne. This was to study and analyze the effectiveness of podcast advertising on five national brands. The results showed that the podcast audiences were highly receptive to brand messages. In fact, they showed an increase in willingness to consider purchase of those brands.
PodcastOne is the leading podcast network of the nation that is advertiser supported. It was founded by Norman Pattiz. In fact, Pattiz is also the founder of Westwood One. This network is presenting over 340 hours of original programming every week. These are spread across 200 of the most popular podcasts today.
After leaving Westwood One, Pattiz met Kit Gray. At that time Gray was representing the podcasts of other people. He used to work out of his apartment that was located in Marina Del Rey. This is when Pattiz realized that this can be the Westwood One for digital world.
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