Brand Advertising on Podcasts is Highly Effective, According to New Study
Recently PodcastOne and Edison Research announced the results of a study Edison Research completed at the request of the leading network of podcasts.
They found that advertising on podcasts significantly increased product awareness, improved perceptions of the products and raised the likelihood of buying.
PodcastOne is a network of over 200 popular podcasts, all supported by revenue from advertising. Therefore, the results of the survey is a good one for PodcastOne.
But it’s also good for the companies choosing to support podcasts by advertising on them. It validates that they are getting a positive Return On Investment for their advertising dollars.
The study selected five major consumer brands across five different product categories. They studied where these brand names stood prior to the advertising campaign heard on podcast. Then they measured the same metrics for each brand after the podcast advertising campaign.
For one specific brand of grocery food, listeners who knew about it increased from 7 percent to 60 percent during the six month study period. Learn more about Norman Pattiz: http://fortune.com/2014/12/18/serial-is-small-podcastone-is-building-a-podcasting-empire/
Awareness of a financial services product incrreased by 47 percent. Awareness for a lawn and garden product increased by 24 percent. For an automotive product, it went up 37 percent.
However, opinions of the branded products went up, not just awareness. For the automobile product, listeners with a favorable opinion went up from 18 percent to 33 percent. For the lawn and garden product, those more likely to use it went up from 16 percent to 22 percent.
Edison Research conducted three separate studies in 2016. The conclusion of the study is that listeners to the podcasts where these five brand names advertised did increase their awareness and their favorable opinions of the products. And they expressed an increased willingness to purchase those products.
Tom Webster, Edison Research’s Vice-President of Strategy, said they found the opportunity to independently measure the impact of podcast advertising exciting. They are a leading research firm for podcasts. They also provide consumer exit polling and many kinds of face-to-face interviewing.
The Executive Chairman of PodcastOne is Norman Pattiz. That’s an technological evolution for him, because he’s also the founder of Westwood One, the largest radio network.
In 2000, President Clinton appointed Pattiz to serve Broadcasting Board of Governors of the United States of America. The BBG is responsible for the government’s nonmilitary radio programming, including: The Voice of America, Middle East Broadcasting and Radio Free Europe. He launched the United States programming in Arabic and Farsi.