Radio giant Westwood One’s founder and chairman, also the founder and chairman of PodcastOne, Norman Pattiz is a savvy and intelligent entrepreneur. He founded Westwood One Inc. in 1974 and served as the chief executive officer there until 1994 and also served as the Broadcast Education Association’s President.
Westwood One has become one of the leading broadcasters of sports, news, entertainment, traffic programming and talk radio in America. In 2010 he founded the Los Angeles based Courtside Entertainment Group which finances and produces quality programming in multi-platform and hosts a number of high-profile personalities.
Pattiz announced the results of a comprehensive series of studies that looked at results of advertising tests across five different service and product categories and five different major national consumer brands. A first of its kind study of pre- and post campaign brand lift and advertising for podcast based advertisers.
This study was conducted by Edison Research as well as two others on behalf of PodcastOne, some brands were well known and established brands but others were lesser known brands trying to acquire more awareness and larger consumer base. In each trial, podcast listeners were were given online surveys before the advertising campaign began and after the trial ended.
The results showed that over 60% of podcast listeners were mentioning specific grocery brands after the advertising campaign ended. This showed a significant improvement from the previous 7% among podcast listeners before the study.
An automobile aftermarket product saw an unaided product awareness from the pre-study to the post study of 37%, a lawn and garden product saw an improvement of 24% and a financial services product saw an improvement of 47%
Of post-study participants over one third gave a “very favorable” opinion of the automobile aftermarket product, previously only 18% gave such an opinion. Post-study listeners said they were “very likely” to consider using the lawn and garden product, previously only 16% were likely to use the product. Awareness of a specific campaign message for casual dining restaurant increased by 76% and an automobile aftermarket product increased by 60%.
Each of these trials was ran 4 to 6 weeks of advertisements on leading podcasts utilizing the same methodology in each trial. Pre- and post study campaign results showed that podcast audiences are open and receptive to brand messages and an increased willingness to consider purchasing those products or services. PodcastOne Founder, Norman Pattiz said: “Our core focus has always been to independently verify that the podcast format provides enhanced brand impact well beyond traditional advertising formats,”.