Edison Research conducted three separate studies in 2016 on behalf of PodcastOne to examine the effectiveness of podcast advertising for five national brands. Some of these brands were well known, but launching new messaging, while others were lesser-known brands looking for increased awareness and trial. In all cases, online surveys of the audiences of several leading podcasts were conducted before the podcast advertising campaigns ran, and again after each brand had run 4-6 weeks' worth of advertisements on those podcasts, using the same methodology in each case. The results of these pre- and post-campaign studies showed that these podcast audiences were receptive to brand messages, and showed an increased willingness to consider and/or purchase those brands.
"Our core focus has always been to independently verify that the podcast format provides enhanced brand impact well beyond traditional advertising formats," said PodcastOne Founder and Executive Chairman Norman Pattiz. "These results further validate our multi-tiered approach to integrated advertising and measurement."
"We were excited to partner with PodcastOne and these five leading brands in order to independently measure the impact of podcast advertising," said Tom Webster, Edison Research Vice-President of Strategy. "Because our methodology allowed us to study these audiences before and after the campaigns ran, we were able to definitively show that podcast advertising has a significant impact on a variety of key effectiveness measures."
For more information about the study or PodcastOne, please contact Amanda Deutchman at email@example.com.
PodcastOne, (www.PodcastOne.com) the nation's leading advertiser-supported podcast network, was founded by Norman Pattiz, founder of radio-giant Westwood One. The network currently presents over 340 hours of original programming each week, across more than 200 of today's most popular podcasts. Follow Norman Pattiz on LinkedIn
About Edison Research
Edison Research (http://www.edisonresearch.com) is the leading researcher in the podcasting space, and also conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby Laboratories, Google, Gulf News, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, Time Warner and Yahoo. Edison Research works with many of the largest American radio ownership groups, including Bonneville, Emmis, Entercom, CBS Radio and Radio One. Edison Research is the sole provider of election exit poll data for the National Election Pool comprised of ABC, CBS, CNN, FOX, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.
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