Norman Pattiz on PodcastOne and Brand Awareness
As alternative entertainment platforms like PodcastOne increase their audience sizes businesses are wondering just where to place their advertising dollars. Executive Chairman Norman Pattiz, wanted to determine just how effective advertising is with listeners of his podcasts, and the analysts at Edison Research have provided solid numbers that show just how sound an investment it is.
Edison Research selected five consumer brands from different markets to track their brand awareness with listeners to PodcastOne programs through the second half of 2016. This research campaign found that respondents not only had a higher recall of the brands tracked, but their opinions of these brands were far more positive since learning about them through their favorite podcasts.
To track these brands Edison Research contacted listeners of PodcastOne programs with a survey at the beginning of the research campaign and another once it was over. Of the brands tracked, Edison Research found a 24% increase in recognition for a gardening product, an automobile aftermarket care product was 37% more recognizable, and a financial services brand witnessed a boost of 47%. As for increased favorable opinions–more than a third of respondents said they viewed the tracked automobile product 18% more favorably than they had in 2015, indicating an increase in potential consumerism.
According to their overall report, Edison Research found the prior reputations of brands did little to influence the changes in opinion that they were able to track. The way surveys were administered, tracking the change in opinions over a six week period, show a direct correlation with campaign ads on PodcastOne and the willingness of listeners to go on to purchase those products or make use of those services.
PodcastOne’s founder and Executive Chairman Norman Pattiz said the findings were consistent with the network’s opinions on advertising all along. To have them confirmed by research analysts and attached to numbers only validates the changing reality of advertising for businesses that want their brands to have a visibility among consumers.
About Norman Pattiz:
Norman Pattiz is an American businessman and broadcasting expert. Pattiz founded Westwood One, one of the largest radio networks in the U.S.. By 2010 Pattiz had amassed a media empire under the Courtside Entertainment Group, leading to the creation of PodcastOne, an online platform for podcasts tailored to meet the interests of a diverse audience.
President Bill Clinton appointed Pattiz to the Broadcasting Board of Governors in 2000. For years Pattiz was responsible for coordinating broadcasting in order to reach 40 million listeners in more than 20 countries on a strict government budget.
A combination of government and private sector experience have earned Pattiz a place in the National Radio Hall of Fame and the Giants of Broadcasting Award from the Library of American Broadcasting in 2009.