In 2016, Edison Research conducted three studies on behalf of PodcastOne. The goal was to examine the effectiveness of podcast advertising for five national brands. Some brands in the study were well known, launching new messaging, others were lesser-knowns looking for increased awareness and trial.
Online surveys of the audiences of several podcasts were conducted before the podcast advertising campaigns ran, and again after each brand ran a 4-6 week ad campaign. The Edison study concluded that the podcast audiences were receptive to brand messages, and showed an increased willingness to consider and/or purchase those brands.
PodcastOne Executive Chairman Norman Pattiz said, “Our core focus has always been to independently verify that the podcast format provides enhanced brand impact well beyond traditional advertising formats. These results further validate our multi-tiered approach to integrated advertising and measurement.”
Here’s what Edison and PodcastOne say were the highlights of the study:
– Over 60% of listeners mentioned a specific grocery brand post-campaign, up from 7% among listeners in the pre-study.
– Unaided product awareness increased from the pre-study to the post-study by 47% for a financial services product, by 37% for an automobile aftermarket product and by 24% for a lawn and garden product.
– In the post-study, over one-third of respondents had a “very favorable” opinion of an automobile aftermarket product, up from 18% in pre-study. In the post-study, 22% said they were “very likely” to consider using a lawn and garden product, up from 16% in the pre-study.
– Awareness of a specific campaign message for an automobile aftermarket product increased by 60% from the pre-study to the post-study, and for a casual dining restaurant by 76%.
For more information about the study contact Amanda Deutchman at [email protected]
