Norman Pattiz, the Executive Chairman of Podcast One, and Tom Webster, the VP of Strategy at Edison Research, recently announced the results that came in after a series of studies were conducted on the impact of Podcasts as an advertising vehicle.
The results of the study, which at how Podcasts influenced attitudes on five major consumer brands in the US, were released in February of 2017. What’s found is that when used strategically, Podcasts can definitely have an impact on the way major brands are perceived by the public.
Results of the Podcast Study
The study was the first of its kind, and it studied five brands that represent different product and service categories. All of this makes the study more broad reaching in its scope and significance.
What was found was that over 60% of the Podcast study participants retained information about a grocery store brand they heard about in the Podcast (as compared to 7% initially). Financial services and lawn and garden products also saw awareness of their brands increase after the study, while the opinion of automotive aftermarket services also became much more positive after the study was completed. The positive results in awareness for casual dining restaurants was also significant.
According to Norman Pattiz, all of this shows the real impact advertising on Podcasts has. The studies were conducted in 2016 over three sessions, by Edison Research. What is clear is that people who are listening to Podcasts are very receptive to the messages they hear, which is very good news for advertisers.
Bloomberg revealed that Norman Pattiz is a man whose career has long been intimately involved in broadcasting. He founded the leading advertiser supported Podcasting network, www.PodcastOne.com, which produced over 340 hours of programming per week.
Pattiz is also the founder of WestwoodOne, a radio giant. Patti has long been convinced that Podcasting is a significant tool for communicaters who want to get their messages heard.
For advertisers, this means they have a way to get a positive message out in a way that will be heard and retained by consumers. That all adds up to great news for brands and for the Podcasting arena, too.