Music is more than just sound—it’s a universal language that transcends barriers, influences emotions, and creates lasting connections. In media and advertising, it’s a tool that helps brands cut through the noise and engage with their audiences on a deeper level.
A recent Nielsen study analysed over 600 TV ads and revealed that advertisements with music consistently outperformed those without across four key metrics: creativity, empathy, emotional impact, and informational effectiveness. Whether it’s a catchy jingle, a memorable soundtrack, or subtle background music, the right tune can transform an ad from forgettable to iconic.
But it’s not just about entertainment. Music has the ability to evoke feelings and memories, making it a strategic asset for brands looking to create a strong emotional connection with their audience.
Music doesn’t just enhance ads; it fundamentally alters how we perceive the world. A fascinating study conducted at the University of Groningen found that music can shape visual perception. Participants in the study labeled neutral faces as “happy” or “sad” depending on the music they heard. This highlights how our brains use mood, experiences, and surroundings to process what we see—a phenomenon advertisers can use to influence audience impressions.
Music also syncs naturally with our bodies, aligning with our heartbeats and brainwaves. This synchronisation creates a sense of rhythm and flow, making it easier for viewers to connect with the message being conveyed.
Beyond advertising, music plays a critical role in daily life. It regulates our moods, relieves stress, and enhances our sense of identity. For example, certain genres foster a sense of pride and belonging by reflecting cultural values and traditions. Think about your own music preferences—don’t they reflect your personality, beliefs, and even your current stage in life?
Music evolves with us. It grows and changes, often mirroring our personal development and life phases. This adaptability makes it a powerful tool not only for personal expression but also for brands to connect with diverse audiences.
For brands, selecting the right music isn’t just about finding a popular track. It’s about aligning the sound with the message, tone, and audience. Consider how different categories of ads use music:
The key is understanding how music amplifies the story a brand wants to tell.
Music shapes emotions, influences behaviours, and enhances perceptions, making it one of the most powerful tools in advertising. From creating brand recall to driving emotional connections, its potential is unmatched.
As advertisers, marketers, and creatives, it’s essential to recognize that music isn’t just a background element—it’s a strategic asset that can transform campaigns into unforgettable experiences.
What’s an ad jingle or song that has stuck with you over the years? How did it make you feel, and why do you think it resonated? Share your thoughts in the comments below—I’d love to hear your perspective!
