Study: Music Makes Ads More Effective

Music in advertising — not just on-air programming — is a powerful driver of ad memorability and effectiveness, often rivaling or matching TV, according to Katz Radio Group's latest "Sound Answers" blog (Sound Answers 119: Music Makes Your Ads Unforgettable).

In a world dominated by visual overload, music stands out as the element that makes ads stick. It shifts moods, triggers nostalgia, and embeds brand messages deeply into listeners' minds faster and more enduringly than visuals alone.

Key research highlights include:

• An ABX creative test analyzing over 10,000 TV ads and nearly 3,000 AM/FM radio ads found radio ads for skincare products rated 95% as effective as TV versions, and 85-89% as effective for haircare — categories where visuals are presumed essential — all at a fraction of TV's cost.
• A 2025 Katz study of 600 adults revealed that 15% cited the lack of music as a major drawback in 30-second ads.

Neuroscience explains why: Sound activates the brain's emotion and memory centers more quickly, forging strong subconscious connections. A single evocative track can instantly transport listeners to personal moments — road trips, summers, or life events — creating emotional bonds that pure visuals struggle to match.

This makes audio ads uniquely potent:

• Mood setting: The right music shapes the ad's feel in seconds.
• Emotional hooks: Nostalgic or evocative sounds build bonds visuals can't replicate.
• Memory encoding: Audio cues process faster and linger longer in the brain.

Unlike video, which requires full attention, music-infused audio integrates seamlessly into daily life — driving, cooking, walking the dog, or multitasking — especially in-car, where AM/FM radio and music streaming dominate.