To find out, a Nielsen analysis looked at the top ads featuring popular songs, which include this year’s Grammy-nominated “Happy” by Pharrell Williams and “Rather Be” by Clean Bandit, as well as previous year’s nominees like Kenny Roger’s classic country ditty, “The Gambler.”
The lineup makes a strong case that some songs have a stronger influence when it comes to certain consumer segments.
According to the analysis, half of the top 10 ads that resonated among the general population (aged 18-49) also resonated among Millennials (age 18-33). Beats by Dre was on both lists multiple times, likely aided by “the natural synergy between this particular brand and music. Brands such as Coca-Cola and Amazon also leveraged popular songs and ended up earning multiple top spots.
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“There are definitely some lessons to be learned by advertisers looking to invest in a popular song to connect with wider audiences,” says Randall Beard, President, North America, Nielsen. “Some musical genres perform better with younger or older consumers—like hip hop among Millennials. Uplifting, happy music resonates well across all consumers, which is important if advertisers are looking to connect with general audiences.