This newsletter comes from the hosts of The Marketing Architects, a research-first show answering your biggest marketing questions. Find us on Apple Podcasts or wherever you listen to podcasts!
This week, we’re joined by Roscoe Williamson, Global Strategy Director at MassiveMusic, to unpack new research from his team showing the business impact of getting music right. If you’ve ever suspected a soundtrack could make or break a spot, you’ll want to hear this.
—Elena
Highly engaging music can boost your marketing ROI by an average of 32%.
Research from MassiveMusic and the IPA analyzed 150 UK TV ads and found that the most engaging music doubled the return on media investment. The data proves that music is a genuine driver of marketing effectiveness, yet most marketers still treat it as an afterthought.
Music is the missing link in marketing effectiveness.
MassiveMusic's research with the IPA proves music directly impacts business outcomes across both short- and long-term metrics. Here's what marketers need to know:
- Engagement drives efficiency. Music that emotionally connects with viewers can increase return on marketing investment by up to 32%. The most engaging music in the study showed a staggering 8x improvement over average campaigns. Emotional engagement pulls people in and makes them more receptive to your message.
- Fit builds pricing power. Music that seamlessly matches your visuals makes consumers up to seven times more willing to pay premium prices. This effect compounds over time. Consistent use strengthens brand associations and reinforces perceived quality.
- Surprise creates fame. Unexpected musical choices cut through the noise. Surprising music is five times more likely to drive brand fame than conventional selections. Think Costa Coffee's choir re-recording Kiss or KFC using Puccini's opera in a kitchen.
- Music builds memory. Memorable music makes your brand 4x better at staying top-of-mind. Recognizable tracks help people remember both the ad and the brand. Creative re-records perform best, balancing familiarity with freshness.
“Sound Science: How Music is the Missing Link in Marketing ROI”
This comprehensive research report from Massive Music and the IPA examines 150 UK TV ads to prove music's direct impact on business outcomes. The study links consumer responses to real IPA effectiveness data across metrics like ROMI, price sensitivity, fame effects, and brand salience.
On the power of music
“Music is the shorthand of emotion."
— Leo Tolstoy
