Norman Pattiz who is the executive chairman of PodcastOne and Tom Webster who is the VP of Strategy at Edison Research announced the results of comprehensive studies on advertising in February this year. The studies were done with national consumer brands across different categories.
This was the first-ever study carried out on the brand lift before and after a campaign appeared on a podcast. It was conducted over the last six months of 2016. It showed that podcast advertising had an overall positive impact.
Only 7% of the listeners were able to name a particular grocery brand as compared to 60% after the campaign before the study. The awareness of a specific aftermarket product increased by more than half after the study was completed. The research firm conducted three different studies for the podcast network company.
Some of the brands that participated were popular. Others were little-known and were looking for awareness. The audience of certain podcasts completed online surveys before and after the campaigns were run by the brands. The findings showed that the audience exhibited more willingness to acquire those brands. They were more receptive to their messages.
Norman Pattiz said that the focus of the study was to verify that podcasts provided more brand impact as compared to other formats. Webster spoke on behalf of Edison and stated that the research firm had been pleased to work with PodcastOne to measure the effectiveness of podcast advertising.
PodcastOne is the leading advertiser-supported audio content network in the country. Some of the public figures and celebrities that have podcasts on the network include Shaquille O’Neal, Adam Carolla, and Chris Jericho.
Crunchbase revealed that Norman Pattiz served as the CEO of PodcastOne until mid-last year when he took on the role of Executive Chairman. He was chosen to sit on the Broadcasting Board of Governors by both President Clinton and President Bush. He is credited for the launch of Radio Sawa and Alhurra TV.
Alhurra TV is a television channel that is broadcasted all over the Middle East. He is the chairman of the boards of various organizations including Los Alamos National Security and Lawrence Livermore National Security.
Norman’s contributions to the broadcasting industry were recognized in 2009 when he was inducted into the National Radio Hall of Fame. Norman has won other awards including the freedom of speech award, broadcaster of the year award, and the distinguished education service award. He has been the director of the Regents of the University of California since 2001.