In February 2017, Norman Pattiz in collaboration with Edison Research VP released the results of the Networks Brand lift studies in advertising. This research was conducted in mid-2016, and it revealed positive impacts of podcast brand advertising. Edison Research conducted this study. Below are the findings:
- Three-quarters of the listeners showed that they know of a particular grocery brand campaign.
- Consumers financial product awareness between post-study and pre-study period increased by 47 percent
- Automobile and gardening products rose by 37 percent and 24 percent respectively.
- The study also revealed that 18 percent of the interviewees in the pre-study preferred to use auto products while 22 percent in the post-study were likely to use garden and lawn products.
- Public awareness for a campaign increased by 76 percent for dining restaurant while that of automobile rose by 60 percent.
Edison Research conducted this study to determine podcast advertising for five major brands. Based on the findings from this study, some brands were more popular than others. All the products were put under the same advertising methodology. However, the results from these research indicated that the podcast audiences were receptive to some messages more than others.
About Norman Pattiz
Norman J. Pattiz is an entrepreneur and the executive chair of PodcastOne. Up to June 2016, Pattiz has been the head of this media platform. In the last four decades, he has been a major player in the broadcasting business. Over the years, Pattiz has established several broadcasting companies and served on various boards. Pattiz founded Westwood One Inc., in 1974 and served as its chief executive officer. In 2000, he was appointed by President Clinton to head the Broadcasting Board of Governors (BBG) of the United States. Pattiz was reappointed in 2006 by President Bush as a member of the BBG. He was very instrumental in the in the launching of Alhurra Television and Radio Sawa, an Arabic-language satellite TV and a full-time music station respectively. In 2001, he became the Regent of the internationally known University of California.
Norman Pattiz serves as the director of the Foreign Relations Office of the LA Sheriff’s department. He is also a consultant with the Homeland Security Advisory Council. Throughout his career, Pattiz has served on the Board of various companies, such as Los Alamos National Security, LLC, Broadcast Education Association, and Westwood One Inc. Pattiz has received numerous awards, including the Freedom of Speech and Distinguished Education Service Award. In 2009, his works and contributions to the broadcasting industry were recognized, and he was listed in the National Radio Hall of Fame.