How much does advertising affect the general likelihood that a person will buy your product? What is the real data behind propaganda in making brands becoming successful? Is there a difference in the effect that an advertisement has if it is broadcasted in a podcast? These are questions that Norman Pattiz, Founder, and Chairman of the PodcastOne radio network, decided to answer, with a partnership with Edison Research.
PodcastOne is supported by advertisers, founded by the creator of the large radio web that was Westwood One. With studios located in Beverly Hills, PodcastOne has been successfully climbing the industry under the leadership of Pattiz and has over three hundred podcasts hosted already.
The brand lift study to understand the effects of propaganda would be conducted by Edison Search and a partnership with the studio PodcastOne. The results of the research were announced this February 9th, and there was shocking information regarding the effects that advertisements have on the minds of listeners.
This is how they conducted it: Edison Search took five national brands, some were well-known among the listeners, and some weren’t. Those that were known were launching new, unprecedented commercials, while the less renowned brands were just trying to get more attention from the public.
The study was conducted in 2016 and results were achieved through three different research phases. The Edison Search team took these commercials and showed them through online surveys weeks before the advertising campaign began. Then, after it did, they released the same advertisements again, with the same methodology in all of them. This system allowed them to analyze the reception of the listeners’ pre-podcast and after the podcast, allowing for more accurate results on how influential the podcast was.
Results were the following:
- Overall increase in the likelihood of buying some of the products rose by a significant margin, while their overall opinion being confident about that same product almost duplicated.
- Nearly nine times more listeners mentioned a particular product that was present in the advertisement, increasing from 7% to 60%.
- The simple awareness of a brand also increased dramatically in comparison to pre-study.
The impact of the podcast in the effects of those advertisements were shockingly positive to these brands, showing that people were much more likely to buy, have a favorable opinion or simply be aware of the product simply by listening to the same survey, but in the podcast.
Norman Pattiz, CEO, and founder of PodcastOne was very glad that he got the chance to participate in the study. Who could be better to participate if not the giant who created Westwood One?