Norman Pattiz is the Founder and Executive Chairman of PodcastOne, the leading provider of podcasts in the world. He commissioned a study on the effectiveness of podcast advertising that was carried out by Edison Research. Norman Pattiz and Tom Webster, who is the VP of Strategy for Edison Research, recently announced the findings of the study. The results showed that advertising on podcasts is a very effective way to engage customers, increase brand awareness, increase the favorability of the advertised product, and increase consumers willingness to buy it.
The study used five products and services, some of which are well-known brands and others that are trying to gain exposure and name recognition. The study looked at consumers awareness and opinion both before and after the study was completed. Each brand was advertised for 4-6 weeks on a podcast. Among the main findings, one financial services product went up in awareness by 47% while a lawn and garden product went up 24%. Also, for an automobile aftermarket product, only 18% of consumers in the study said they had a favorable opinion of it which increased to 33% after the advertising campaign was over.
When announcing the results, Norman Pattiz said that he wanted to get an independent measure of how effective podcast advertising is. He said the study affirmed his company’s approach to advertising and how they measure advertising analytics. Tom Webster said that the results of the study clearly show that advertising on podcasts is a very effective way of communicating about a product or service.
Norman Pattiz is one of the biggest giants in the media industry. He founded Westwood One in the late 70’s which he swiftly grew into a company with radio syndication heard across the United States. His leadership saw the firm become the country’s largest provider of sports, news, talk, traffic, and entertainment programming. He is also the founder of Courtside Entertainment Group which was launched a few years before PodcastOne.
As one of the industry’s most influential leaders, Norman Pattiz was inducted into the National Radio Hall of Fame in 2009. He was also honored by the Library of American Broadcasting who gave him a Giants of Broadcasting Award. In his private life, he is married to Dr. Mary Turner Pattiz and lives in Beverly Hills, California.