How Podcast Advertising Affects And Improves Brand Recognition And Awareness

Based on a brand lift study conducted for PodcastOne by Edison Research, Norman Pattiz discovered that intensive podcast advertising has a significant effect on brand reach, recognition, and recall.

The study was carried out as an online survey, and it revealed that brands that practiced podcast advertising were more engaging with their audiences. This increased the probability of the target demographic remembering the particular brand, and also the readiness of the followers to purchase the product.

Edison Research conducted the study in 2016, in partnership with five national brands in different product categories over a period of six months. The advertising method used for each brand was the same, with each brand receiving a dedicated period of 4-6 weeks. The whole process was divided into three distinct studies. The first part was the collection of data before the project started.

This was followed by the campaign period where data was collected during the actual process, then the final stage which involved data collection after the campaign. The primary objective was to gauge the significance of podcast advertising on product recall, brand awareness, and the inclination to purchase the brand.

While releasing the results at a joint press conference with Tom Webster, Edison Research’s Vice President of Strategy, and Norman Pattiz forwarded that the focus of PodcastOne has been to consistently prove that using podcast advertising is a more effective method than traditional advertising.

Through the results of this research, Norman Pattiz and PodcastOne have been able to justify the basis of their primary objectives. The results showed the positive effect on brand awareness and recognition, brought about by podcast advertising.

About Norman Pattiz

According to PR Newswire, Norman Pattiz is the founder and current Executive Chairman of PodcastOne, a podcast network supported by advertisers, with more than 340 hours of original and innovative content displayed across over 200 podcasts every week. Learn more about Norman Pattiz:

He was previously the founder of Westwood One, a national broadcasting agency with an internationally acknowledge media presence. Under his leadership, Westwood One developed partnerships with well-known entities such as CNN Radio, CBS News, and NBC Radio Networks.

He is an acclaimed broadcasting entrepreneur and businessman with more than 40 years of radio syndication experience. Norman Pattiz has served on the Broadcasting Board of Governors of the USA, an entity that supervises nonmilitary communication and broadcasting in the U.S. During this time, he was responsible for instituting the Arabic format of America’s radio system in the Middle East.

In 2009, Norman Pattiz was inducted into the National Radio Hall of Fame, owing to his extensive contributions to the broadcasting industry in the U.S.