Norman Pattiz, together with Tom Webster, VP of Edison Research, recently released results of advertising tests on five major consumer brands in the country. The study was the first ever of pre and post-campaign brand for podcast advertisers and was done during the last half of 2016. The study revealed the positive impact of podcast advertising. Podcast impacted on recall of specific messaging, intent to purchase and brand recall. Here are some of the significant findings from the study include: Learn more: https://ideamensch.com/norman-pattiz/
- Listeners who mentioned a particular brand increased from 7% to 60% during the post-campaign
- Unaided product awareness rose 47 % for a financial services product, 7% for an automobile product and by 24% for a garden product
- Campaign message for a particular automobile aftermarket product increased by 60%, and for an ordinary dining by 76%
In 2016, Edison Research carried out different studies on behalf of PodcastOne to test how effective podcast advertising is in its activities. General results of the campaign revealed that podcast listeners were receptive to brand messages, and showed an increased willingness to consider purchasing those brands. Executive Chairman Norman Pattiz explained that the core focus has been to verify that the format podcast uses in its operations offers enhanced brand influence compared to other formats.
About Norman Pattiz
Norman Pattiz is the founder and chairman of radio giant Westwood One. His leadership has enabled it to become America’s largest radio network of news and sports broadcasting. It owned and managed NBC radio networks, CBS News, CNN radio and the Super Bowl Pattiz also launched Courtside Entertainment Group. The company finances and develops multi-platform, quality programming. In 2013, he started PodcastOne, which is a leader in audio-on-demand programming. It features famous personalities including Kathie Lee Gifford, Dan Patrick, and Brandi Glanville among others. President Clinton appointed him to serve on the Broadcasting Board of Governors of the United States in 2000 and was later reappointed in 2002 by President Bush. According to https://finance.yahoo.com/news/norman-pattiz-announces-hollywoods-legendary-204000537.html, the board is in charge of overseeing all non-military broadcast in the US.
Pattiz was listed in the National Radio Hall of Fame in 2009 and received the Giants of Broadcasting Award. He received the Distinguished Education Service Award. As a renowned and successful entrepreneur, Norman Pattiz was instrumental in the creation of Radio Sawa that deals with music, news, and information radio network. Since 2001, Mr. Pattiz has served as the Director of The Regents of the University of California.