Music’s Increased Role in Advertising

An infectious beat, a attention-grabbing high note, something to grab a viewer’s attention and temporarily halt them in their tracks as they reach for the Guide button during their favorite program’s commercial break – that’s the old definition of music from a commercial. Now, brands want the songs in their spots to impact the viewer beyond the length of the commercial.

Numerous studies have found that songs, more often than not, positively mold a viewer’s response to an advertisement (via Mashable).

“The right song choice can influence how long a person watches a commercial and sway them into buying what’s in the ad,” reads the Sept. 2011 post.

Sometimes the “right song” works for numerous companies. The Heavy’s “How You Like Me Now?” first appeared in a ad for Kia Sorrento in 2010, before resurfacing in a recent Miller Lite spot.

Companies like Apple and Converse are shifting from brands to lifestyles – and putting more emphasis on music in their advertising efforts gives their businesses a deeper personality with which consumers can identify.

Recent years have seen the use of indie music skyrocket in television spots.

“Indie-inflected music serves as a kind of Trojan horse,” reads a 2010 article from The New York Times. “Consumers feel they are discovering something that they believe to be cool and gaining admittance to a more refined social clique.”

From fun. to Feist, indie artists are using commercials as platforms to reach new listeners – prompting the question, “Is a musical artist helping sell a product still considered selling out?”

With worldwide licensing revenue from synchronization (use in advertisements) topping out at $2.5 billion in 2012, one could argue that the stigma of having your song featured in an ad has all but disappeared.

(H/T Time, The New York Times, Mashable, Hypebot)

by Daniel Sweeney | posted | in Advertising & Marketing
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