However, the good news is that popular songs (and artists) deliver a one-two punch: They boost emotive power and can drive significant returns.Ĭase in point, a recent Hewlett-Packard (HP) ad played on Meghan Trainor’s quick rise to fame last fall. Powerful songs can invoke strong emotional responses, and songs can help create a soundtrack to the events unfolding in an ad when lyrics are integrated into the voice over and storyline.īut while it’s important that ads resonate with viewers, advertisers want their messages to drive sales, especially with the large price tags that can come with using popular music. Incorporating popular songs-and even artists-into ads as elements of the larger narrative structure can boost a spot’s memorability.Īdvertisers can also use the familiarity of a popular song to incite a specific reaction in viewers that aligns with the objective of their ad. But advertisers should keep in mind that the tune doesn’t have to be the main attraction. In fact, these tracks often provide a “hook” and add value to the information communicated in the ad. Advertiser jingles help make the brand seem in touch, but they don’t generate as much empathy as other forms of music.”īut that doesn’t mean pop songs can’t convey information. In fact, the study found that generic background music helps improve information power. But, while pop songs deliver emotive power, other genres are better suited for price and promotional-based ads that are trying to get information across to audiences. Popular songs, for example, are the most effective at invoking some kind of emotional response. So the best ads are the ones that have both information and emotive power.īut from classical to punk to rock to rap, are all tunes equally effective?Īccording to Julanne Schiffer of Nielsen Entertainment, “It depends on the message you want to get across. While it’s important for consumers to remember the message in your ad, connecting on an emotional level can directly lead to a purchase. In advertising, memorability matters, but effective ads do more than just create memories. Meanwhile, music helped deliver information power for quick-service restaurant and retail campaigns. For example, ads with music for consumer packaged goods (CPG) and travel campaigns scored high for empathy and emotive power.
That said, music can have a varied effect on different categories. The research indicated that commercials with some form of music performed better across four key metrics-creativity, empathy, emotive power, and information power-than those that didn’t. It can make us smile or cry, bring memories rushing back, and even inspire us to buy a product when it’s combined with the right advertisement.Ī recent study from Nielsen looked at effectiveness of more than 600 television advertisements, more than 500 of which included music.
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