Recently, the vice president of Edison Research, Tom Webster, and chairman of PodcastOne, Norman Pattiz, announced the outcome of Brand Lift studies. This series of studies sought to look at the advertising tests targeting five leading national consumer brands in five product and service categories. This was the first study to zero in on before and after-campaign brand lift for various podcast advertisers. It was conducted in 2016. The results of the studies showed the positive outcome of podcast advertising on intent to buy, recall of given messaging and brand recall.
In 2016, on behalf of PodcastOne, Edison Research undertook three studies. Their studies focused on leading national brands. The public knew some of the brands. The lesser-known brands sought to look for increased trial and awareness. All online surveys were conducted before the podcast advertising campaigns started. In addition, between four and six weeks of running the campaign, another study was conducted. The outcome of the pre and post-campaign indicated that audiences appreciated the brand messages and were willing to purchase those brands. Norman Pattiz posited that their focus has been to verify whether their podcast format enhances brand impact past the traditional advertising formats.
From the post-campaign studies, more than 60 percent of listeners cited a specific grocery brand. This was an increase of 7 percent from pre-campaign studies. In addition, there was in increased awareness (60 percent) of campaign message, especially for an automobile aftermarket product. More people (76 percent) became aware of the casual dining restaurant. During the post-study, more than one-third of respondents shared a “very favorable” opinion of the aftermarket product. This was an increase of 18 percent. In the post study, 22 percent of the respondents posited that they were “very likely” to use a garden product or lawn. This information was originally published on PRNewswire as elaborated in the link below http://www.prnewswire.com/news-releases/podcastone-chairman-norman-pattiz-announces-results-of-networks-brand-lift-studies-conducted-by-edison-research-300405404.html
About Norman Pattiz
Norman has a broad experience in the broadcasting industry. The chairperson of Lawrence Livermore is the recipient of the Giants of Broadcasting Award. Norman has served on the United States’ Broadcasting Board of Governors. President Bill Clinton appointed him to the board in 2000. In addition, President George Bush reappointed him to the same board in 2002. The board has played a crucial role in overseeing nonmilitary broadcasting services, including Radio Liberty, The Voice of America, Middle East Broadcasting and Radio Free Europe among many others. Norman has made significant contributions in the Council of Foreign relations where he serves as a member. He is also actively involved in the affairs of the Pacific Council on International Relations.