Norman Pattiz is the type of innovation to try new things and put them to the test in a scientific manner. He has a long reputation in the communications industry as an inventor of new ideas to sway listeners into obedient customers. Since the industry is changing, new measures must be taken to mitigate profit loss within the advertising sector of podcasts and radio. With the availability of the internet, it is a real tough crowd to try to sway customers into buying products. For this reason, Norman Pattiz set out a number of experiments to see what influences the buying habits of listeners.
Podcast One, one of the largest podcast outlets in the world, had conducted very unusual listening surveys with their users. Certain advertisements for certain industry categories would play during breaks. Users would take surveys before and after each advertisement, answering a number of questions from the brand. Although it is expected a lot of users would not take the survey, a surprising number of listeners obliged. Now that they collected the results, they have calculated the numbers to determine brand retention.
As the results were calculated, it was surprising to see that all advertisements had significantly increased brand recognition. The most noticeable change was within financial service brands. Only 7% o listeners recognized certain financial brands, but after playing the advertisement, name retention increased to 60%. Similar changes were noticed in brands for automobiles and lawn care products. Restaurants had the highest amount of recognition prior to surveys, but it still had a significant increase from the experimental advertisement campaign.
The thorough nature of this survey is thanks to the planning of Edison Research. Podcast One had collaborated with them as they have a long background dealing with market research. The company had also used the results of the research for their own knowledge. Edison is also known to do exit polling during the election season.
Norman Pattiz has a long history with radio as was mostly recognized as the owner of Westwood One. He had managed sports broadcasting for NBC radio networks, CBS News, CNN radio, and other large media companies.
Since the year 2000, the Executive Branch of the United States had appointed him as the head of the Broadcasting Board of Governors. With this role, he had managed all government broadcasting used outside of the military. He had also created government-sponsored broadcasting for Arabic speaking countries.