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.


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

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