Norman Pattiz had collaborated with Edison Research in order to find out how well podcast advertising really works. Their studies were very comprehensive and they testing a variety of large brands. There were five product categories in total for the duration of the experiment. The entire testing session took place at the end of 2016.
The amount of product memorization went from 7% before the advertisement and 60% afterward. The financial service category had the most amount of impact with a 47% in product memorization. Automobiles increased by 37% and gardening increased by over 24%. The automobile market favorability went up tp 33% from 18% after the experiment.
Three separate studies had taken place with the help of Edison Research. The effectiveness of podcast advertising was obviously very powerful as shown by the above results. The users would take a voluntary survey before and after the advertisement broadcasts.
Edison Research has been practicing market research since 1994. Both the United States Government and top American companies have sought after their services to discover what people want. They are known to conduct telephone surveys, in-person interviews, and internet surveys. They are also a primary provider of political exit poll research for mainstream news outlets.
Norman Pattiz is a media entrepreneur that founded PodcastOne. He has over 40 years of radio and media propagation. He is an expert in talk media, sports, and entertainment. The highlight of his career was founding Westwood One. This company had distributed NBC radio, CBS News, CNN, NFL Football, NCAA Basketball, March Madness, The Super Bowl and the Olympics.
According to Crunchbase, Norman Patiz decided to open PodcastOne at the end of 2012. The company began obtaining contracts with some of the biggest celebrities in radio. Adam Carolla, Shaquille O’Neal, Steve Austin, Chris Jericho, Penn Jillette, and Dr. Drew are some of the names found on the website. He hopes to improve the quality and profitability of the advertisement with his experiment.
Norman also had a political career at the Broadcasting Board of Governors of the United States of America. President Clinton and President George Bush had given him the position since 2002. This group had overseen all of the radio broadcasting that had belonged to the government.
He had also launched an international Arabic radio station that was a project by the United States government. In 2009, he was inducted into the National Radio Hall of Fame due to his outstanding career.