PodcastOne Announces Results of Brand Lift Studies Conducted by Edison Research
February 9, 2017

PodcastOne and Edison Research have announced the results of a series of comprehensive studies looking at the results of advertising tests with five major national consumer brands across five different product and service categories. This first-ever study of pre- and post-campaign brand lift for podcast advertisers was conducted over the last half of 2016, and showed the significant positive impact of podcast advertising on brand recall, intent to purchase and recall of specific messaging.

Key findings from the studies include the following:

 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%.

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 mult-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.”




 
Breaking News
Cumulus Media Oxnard/Ventura Names Matthew "Doughboy" Florence PD For KVYB
Westwood One Presents Backstage at the BBMAs
May 18, 2017
iHeartMedia St. Louis Names Maurice DeVoe PD For KMJM (100.3 The Beat)
May 17, 2017
Atlantic Records Promotes Dionnee Harper & Marsha St. Hubert To SVPs of Urban Marketing
Entercom San Diego & Portland Form Partnership With Pearl Jam's Vitalogy Foundation
Vevo Announces New Hires On Original Content Team
May 16, 2017
Universal Music Group & Tencent Music Entertainment Group Enter Stategic Agreement
B96/Chicago To Host Niall Horan, Stream Live Performance
May 15, 2017
Cumulus Reports First Quarter Results
National Radio Hall of Fame Announces 2017 Nominees
Heidi Raphael Named VP/Corporate Communications for Beasley Media Group
Beasley Media Group & jacapps To Debut Customized WRIF iPhone Stickers
May 12, 2017
eQB NOW
Cumulus Media Promotes Troy Hanson To VP/Operations For Chicago Station Group
May 11, 2017
iHeartMedia New Orleans Names Steve McNair Market President
Emmis Announces Fourth Quarter and Full-Year Earnings
98.5 KLUC/Las Vegas Promotes Jon Que To Music Director
In Brief - May 11, 2017
May 10, 2017
iHeartMedia Denver Names JoJo Turnbeaugh Regional SVP/Programming
SBS Radio Miami Names Donny Hudson Named GM/VP of Sales
iHeartMedia Denver Names Kelly Ransford As Director Of Event Marketing
Bay Area Radio Hall of Fame DJ & Rock Radio Icon Steven Seaweed To Retire
Margaret Ann Ronayne: Memorial and Tribute Details
Music News
It's a Sign of the Times: Harry Styles Debuts at #1
Chris Cornell's Wife Issues Statement on His Death
Rocker Chris Cornell Dead at 52
The Entertainment World Remembers Chris Cornell
FMQB Photo Pass: Metallica
Katy Perry Announced as First Judge for American Idol Reboot
Katy Perry Announces New Album Witness, North American Tour
Rapper Logic Debuts Atop Billboard 200
Quick Hits: Beyonce, Kendrick Lamar, Paramore
Jay Z Inks $200 Million Deal with Live Nation
iHeartRadio Streaming Exclusive Harry Styles Station
Jay Z, Chili Peppers & Gorillaz Headlining New York's Meadows Music and Arts Festival
Quick Hits: Miley Cyrus, SIA, The National, Modest Mouse
Quick Hits: The Grammy Awards, Imagine Dragons, Calvin Harris, Harry Styles, Katy Perry, The Rolling Stones, Snoop Dogg / Linkin Park
Kendrick Lamar Continues Atop Billboard 200
FMQB NOW

Nicki Farag,
SVP of Promotion,
Def Jam Recordings

Advertisement:
Search FMQB.com
Advertisements:
FMQB Member Login
Email:
Pass:

Save
Not a member yet?
Sign up Now!
Sign Up for Breaking News!
Enter FMQB E-Tracking!