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
iHeartMedia Oklahoma City Names JJ Ryan PD For KJYO & KXXY
Entercom Names Richard J. Schmaeling EVP & CFO
Doug Gottlieb Joins FOX Sports Radio & FS1
March 21, 2017
Beasley Broadcast Group Reports 4th Quarter and Full Year 2016 Results
Chip Arledge Appointed OM For Cumulus Media Shreveport/Bossier City, LA
KXQQ/Las Vegas Names Natalia Hernandez As New Midday Personality
In Brief - March 21, 2017
March 17, 2017
Cumulus Reports Results for Fourth Quarter and Full Year 2016
Entercom Austin To Move 96.3 FM RnB To 95.9 FM
March 16, 2017
iHeartMedia Names Geoff "G-Off" Owens PD For KXJM/Portland & KUBE/Seattle-Tacoma
c3 & FMC Statement: Elimination of the NEA, NEH, and CPB Indefensible, Shameful, and Senseless
iHeartMedia Introduces SmartAudio
Condé Nast Acquires Pop2Life And Ribyt
March 15, 2017
Radio One Houston Names DJ Riddler MD & On-Air Talent/Mixer For KROI (92.1 Radio Now)
iHeartMedia Names Mark Fuhrman Area President in Pittsburgh/West Virginia Region
REAL 103.9/Las Vegas Names Roxy Romeo APD/MD
iHeartMedia Washington, D.C. Debuts Cherry Blossom Radio
KBEB/Sacramento Names Bryan "B-Dub" Washington PD
iHeartMedia Portland Debuts The New 103.7 The Legend
March 14, 2017
The iHeartRadio Music Festival Returns to Vegas This September
KMGA (99.5 Magic FM) Adds Bryan Simmons as PD/PM Drive, Doug Durocher as AM Co-Host
Veteran Music Exec and Producer Tommy LiPuma Passes Away
Magic 92.5 Turns 20 With An All-Star Birthday Bash
March 13, 2017
Alpha Media Portland Names Sean Demery PD At KINK FM
Music News
Chance the Rapper, The Killers, Muse & Arcade Fire Headlining Lollapalooza
QuickHits: Ed Sheeran, Chuck Berry, The Decemberists
QuickHits: NIN, Missy Elliot, Frank Ocean, Pitbull, Enrique Iglesias, Sublime
Rock Pioneer Chuck Berry Passes Away
The Entertainment World Remembers Chuck Berry
Ed Sheeran Spends Second Week Atop Billboard 200
QuickHits: Drake, James Blunt, Spoon, Bob Dylan
Quick Hits: Coldplay. BET Experience, Weezer
Quick Hits: The Chainsmokers, Pitbull, Ohana Music Festival, Arroyo Seco Weekend, Feist
Ed Sheeran Earns Biggest Debut Week of 2017
Quick Hits: Drake, Pearl Jam, Fifth Harmony
Lorde's Melodrama Arrives June 16
U2 Announce 30th Anniversary Joshua Tree Box Set
Ed Sheeran Announces Massive North American Tour
Quick Hits: Halsey, Charli XCX
FMQB NOW

Sam Milkman, EVP
Coleman Insights

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!