Norman Pattiz on Podcast Advertising Survey

Westwood One

Norman Pattiz recently oversaw the release of results for a series of detailed studies done on advertising tests. These tests were subjected to a number of consumer brands across different categories regarding product and service. This was the first-ever study of its kind done of pre and post-campaign brand awareness for podcast advertisers. The findings were positive showing a significant effect on purchase intention, remembrance of specific messaging as well as brand recall.

The research was done on behalf of Podcast One by Edison Research in 2016 and involved five brands. The effectiveness of podcast advertising was then tested for these brands. Online surveys were then conducted on podcast listeners before running the advertisements. Another survey was then conducted after four to six weeks of advertising. The brands comprised of popular brands with new messaging and lesser known brands looking to gain more traction in the market.

In the end, the results indicated that podcast listeners were responsive and were more willing to purchase or consider the advertised products and services.

After the campaign;

  • Over 60% of listeners mentioned a specific grocery brand unlike the 7% recorded pre-campaign.
  • Awareness of financial products went up by 47% after the campaign, 37% for the motor vehicle and 24% for garden products.
  • Specific campaign message for a motor vehicle product increased by 60% and 76% for a restaurant.

Norman Pattiz concludes this results by reiterating that these findings had confirmed their stand on podcasts having an impact beyond that of tradition advertising platforms.

About Norman Pattiz

According to Blomberg, Norman Pattiz is an iconic figure in the radio industry. He is the broadcasting entrepreneur behind radio networks Westwood One and Podcast One. He propelled Westwood One into becoming America’s biggest providers of news and other forms of radio content.

He left Westwood One in 1994 but still currently serves as a consultant. Norman launched Podcast One in 2012, which quickly rose to prominence to become a leading distributor and producer of on-demand audio content.

Norman has previously served on the Broadcasting Board of Governors from 2000 to 2006 having been appointed by both Presidents Bill Clinton and George Bush. The Board oversees all non-military broadcasting. Norman contributed by coming up with America’s Arabic radio and television services across the Middle East.

These services gained a huge following afterward. His contributions to the radio industry were notable, and he was inducted into the National Radio Hall of Fame in 2009. He also picked up the Giants of Award around that time.