Advertising via radio and podcasts has never been studied until 2016 when the first research on how radio advertising affects sales was conducted. The study was done in partnership with Podcast One and Edison Research.
Mr Norman Pattiz founded PodcastOne in 2012. He is the founder of many other radios programs such as Westwood One and Course Entertainment Group which was established in early 2010. Mr Norman Pattiz has decades of experience in the audio industry. PR Newswire said that Norman Pattiz has worked at many positions in the field, and his current occupation is the post of Executive Chairman of PodcastOne.
The podcast generates 340 hours of ongoing original programming every single week and is among the largest podcasts in the United States of America. PodcastOne features a number of radio shows such as ‘’Beyond the darkness’’ which is hosted by WWE Superstar Chris Jericho for example.
Mr Tom Webster of Edison Research was the leading member of the research team. He is VP of Strategy for the leading research company. Edison Research specialises in conducting studies in the audio field.
The research company has been in partnership with some of the largest international businesses and it is also in an ongoing collaboration with the U.S. International Broadcasting Bureau. Learn more about Norman Pattiz: http://normanpattiz.com/about/
The research was done in two stages. Listeners were asked about particular brands before the podcast and again after the podcast. During the radio programming, the listeners listened to brand campaigns who were sending out their message in the form of a service or a product. There five brands that participated in the research. It lasted six weeks.
The same campaigns were advertised every time. Some campaigns were already launched products and services, and other were pre-launch campaigns.
The results of the study indicate that listeners became widely more aware of the message of the campaigns they heard. The brands who were taking part in the survey worked in different industries – automobiles, food, fashion, etc. Learn more about Norman Pattiz: http://www.prnewswire.com/news-releases/podcastone-chairman-norman-pattiz-announces-launch-of-beyond-the-darkness-newest-jericho-network-program-300381157.html
The campaign of a restaurant that was going to open doors soon did extremely well. Ona average the awareness of the listeners jumped from 24% to 47%. The automobile campaign raised the awareness of the listeners up to 76%. That is an incredibly encouraging result.
Needless to say, the research was extremely beneficial. The results were positive and had encouraged many brands to turn to radio and podcast advertising to lift their campaigns off the ground. The results were announced in February 2016.