Norman Pattiz Demonstrates the Power of Podcast Advertising

Podcast One founder, Norman Pattiz, alongside Edison Research head, Tom Webster, recently announced the conclusions derived from several studies involving five consumer brands from different product/service branches. This study was the first of its kind to cover podcast advertisers. The study was focused on the positive outcome of podcast advertising on brand recall, intent to purchase, and recall of specific messaging. Learn more:


What Were the Conclusions of the Study?


The following conclusions were drawn from the studies:



Over 60% of listeners knew a certain grocery brand after a podcast advertising campaign. This percentage was up from 7% of listeners who knew about the brand before the study.


  • Awareness for a certain financial service brand went up by 47% while the awareness of an automobile product went up by 37%. The awareness of a garden product also went up by 24%.


  • Over one third of the listeners of the interview had a good opinion about a particular auto mobile product. This percentage was a significant increase from 18% of those who had a favorable opinion of the brand before the study.


  • Awareness of a particular advertising message on an auto mobile product went up by 60% after the post study whereas that of a dining restaurant increased by 76%.


The conclusions of these studies show that there is a better response to brand messages from podcast audiences. The audiences also have a strong will to educate themselves about or purchase a brand after a podcast advertisement. According to Norman Pattiz, the findings show the effective and thorough approach podcast one uses when advertising. Similarly, Tom Webster lauded the positive effect of podcast advertising.


About Norman Pattiz


Norman Pattiz is the founder and executive chair of Podcast One. According to Norman Pattiz, the idea of Podcast One came to him after he had left Westwood One. Kit Gray, who was working on other people’s podcasts floated the idea to Pattiz. The two worked together to create Podcast One and developed it to its former glory.


Pattiz has an experience of over 40 years in radio syndication. He is responsible for founding Westwood One, a firm that became the most popular broadcaster of entertainment, sports, and news in America. Westwood One distributed popular shows like CNN, NFL Football, CBS News and NCAA Basketball. Pattiz is also renowned for launching America’s Arabic language TV and radio to the Middle East. In 2009, the “Library of American Broadcasting” honored Norman with the “Giants of Broadcasting Award”.



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