Early February 2017, Edison Research VP of Strategy Tom Webster joined Podcast one Executive Chairman Norman Pattiz in the release of the Network’s Brand Lift Studies. The two firms collaborated on this research project with Edison Research providing research expertise.
This set of comprehensive advertising studies was the first ever pre- and post-campaign brand lift studies for podcast advertisers. The studies ran through the second half of 2016 and involved a series of three studies testing five primary product and service consumer brands in the country.
The major finding of the studies was that podcast advertising impacted positively on consumers intent to purchase, brand recall as well as recall of product-specific messages. These results indicated that podcast audiences were receptive to brand messages and became more willing to consider or purchase the product after the podcast adverts.
More than 60% of the listeners who participated in the groceries category studies, for example, mentioned a specific groceries brand after the advertisement campaigns. Learn more about Norman Pattiz: http://normanpattiz.com/about/
The studies were aimed at assessing the effectiveness of the podcast format over traditional advertisement formats. As Norman Pattiz the executive chairman of Podcast remarked during the release, their core focus has always been the independent verification of whether the podcast advertisement format boosts brand impact beyond what traditional formats would achieve. He further added that these positive results were a valid justification for their multi-tier approach to an integrated form of advertising.
Tom Webster from Edison Research expressed his confidence in both the findings and the research methodology used in the studies. He stated that they used a methodology that enabled them to study audiences before and after the campaigns they were able to accurately prove that podcast adverts have a positive impact on brand awareness.
Norman Pattiz is undoubtedly an icon in the media and broadcasting industry. He is the current executive chairman of podcast one. He is also the founder of as well as the founder of Westwood one and Courtside Entertainment Group.
According to Crunchbase, with more than forty years’ experience in radio syndication, Norman Pattiz has managed to make a fortune in the radio broadcasting world.
His leadership skills and a good understanding of the radio broadcasting industry has enabled him to steer his company, Westwood one, to become one of the biggest providers of news, entertainment, talk, sports, and traffic programming in America.
Due to his achievements in the radio broadcast world he has served on the Broadcasting Board of Governors, Lawrence Livermore and Los Alamos National Security Laboratories executive leadership boards. In the year 2009, he received the giants of broadcasting award from the National Library of American Broadcasting after induction into the National Radio Hall of Fame.