How to make the best use of music in an ad

Music can be a powerful enhancement for an ad, when it is used well. Although the use of music does not automatically confer benefits, the inspired use of the right music can affect every aspect of an ad’s performance.

How to make the best use of music in an ad

Music is a regular component of TV advertising. About seven in 10 ads in our Link™ database have some form of music, but it varies enormously across the world, ranging from around 95 percent in Romania and the Ukraine, to under 40 percent in Denmark, Serbia and Montenegro, India and Egypt.

While most ads have some music, its presence or absence has less impact on the commercial's performance than the way in which the music is deployed.

ENGAGEMENT

The biggest benefit of using music is that ads with music...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands