Campaign Music Testing

Iridescent 3D bars rising on an orange gradient with data points, representing campaign music test results

Improve your campaign effectiveness with a rapid, data-led approach to music.

Line icon of rounded bars beneath a rising dotted trend line, representing data-led campaign music testing

Campaign Music Testing shifts music selection from guesswork to measurable effectiveness, protecting and maximising advertising investment.

Our rapid consumer-based testing methodology predicts the effectiveness of a piece of music for an advertising campaign. Built on implicit testing methods and grounded in IPA-backed evidence, Campaign MusicIQ captures instinctive audience responses across key music-focussed metrics proven to drive campaign business impact.

What does Campaign MusicIQ measure?

Built on implicit testing paradigms, the most accurate way of measuring emotional gut responses of consumers, Campaign MusicIQ predicts real-world behaviour.

The following evidence-based metrics provide a predictive view of a track’s effectiveness long before the campaign launches:

Card numbered 01 reading Engagement on a red and purple gradient, measuring how deeply music captures attention

How deeply does the music capture attention?

Card numbered 02 reading Fit on a green and blue gradient, measuring how well music aligns with the story

How well does it align with the story?

Card numbered 03 reading Surprise on pastel rainbow waves, measuring how music stands out and sparks curiosity

Does it stand out and spark curiosity?

Does it stick in memory and connect back to the brand?

Landmark study that validated Campaign MusicIQ

We validated our proprietary Campaign MusicIQ in collaboration with the IPA, CloudArmy and Les Binet, measuring 150 award-winning ads with 7,500 participants (Sound Science 2025 ↗). The research proved that our four metrics measuring music performance have tangible impacts for long- and short-term business effects:

+32%-100% ROMI: Highly engaging music can lift marketing ROI by an average of 32 percent and, in the strongest cases, can double it.
7x higher willingness to pay: Strong fit makes consumers nearly seven times more willing to pay premium prices.
5x more likely to drive brand fame: Surprising tracks make campaigns around five times more likely to drive fame and talkability.
4x stronger brand recall: Highly memorable tracks can make campaigns four times more likely to drive mental availability.

Click here ↗ to learn more about how music delivers tangible ROI.

Angled grid of whitepaper spreads on music and advertising effectiveness, from the study behind Campaign MusicIQ

Why should brands add Campaign MusicIQ to their existing testing stack?

Line icon of a smiling face on stacked screens, representing the emotional impact of campaign music

Understand emotional impact

Emotional response is a proven driver of long-term brand growth (Binet and Field, 2013).
Our proprietary behavioural methodologies measures subconscious reactions to music, advertising’s most powerful emotional tool.

Line icon of a music note inside circular arrows, representing isolating the role of music in an ad

Isolate the role of the music

Campaign MusicIQ complements creative testing offered by System1, Ipsos, and others, as these do not isolate the impact of the music.
Our implicit methodology quantifies music’s potential contribution to return on marketing investment, fame, pricing power and salience, revealing which track will unlock the greatest value.

Line icon of cubes stacked into rising steps, representing protected time and a stronger return on spend

Protect time and maximise return

Our IPA-backed research shows top-performing music can lift ROMI by an average of 32%, and up to 2×.
Yet brands often waste time relying on subjective taste when choosing music. Objective testing removes guesswork, enabling faster, more confident decisions based on predicted effectiveness.

Campaign MusicIQ doesn’t replace creative testing. It strengthens it by providing the one piece of intelligence those systems cannot: which music choice will make the campaign work hardest.

Landmark study that validated Campaign MusicIQ

+32%-100% ROMI: Highly engaging music can lift marketing ROI by an average of 32 percent and, in the strongest cases, can double it.
7x higher willingness to pay: Strong fit makes consumers nearly seven times more willing to pay premium prices.
5x more likely to drive brand fame: Surprising tracks make campaigns around five times more likely to drive fame and talkability.
4x stronger brand recall: Highly memorable tracks can make campaigns four times more likely to drive mental availability.

Click here ↗ to learn more about how music delivers tangible ROI.

Why should brands add Campaign MusicIQ to their existing testing stack?

Understand emotional impact

Emotional response is a proven driver of long-term brand growth (Binet and Field, 2013).
Our proprietary behavioural methodologies measures subconscious reactions to music, advertising’s most powerful emotional tool.

Isolate the role of the music

Campaign MusicIQ complements creative testing offered by System1, Ipsos, and others, as these do not isolate the impact of the music.
Our implicit methodology quantifies music’s potential contribution to return on marketing investment, fame, pricing power and salience, revealing which track will unlock the greatest value.

Protect time and maximise return

Our IPA-backed research shows top-performing music can lift ROMI by an average of 32%, and up to 2×.
Yet brands often waste time relying on subjective taste when choosing music. Objective testing removes guesswork, enabling faster, more confident decisions based on predicted effectiveness.

Research & Insights

Brand Audit (SoundCheck)
Campaign Music Testing
MusicIQ
Sonic Brand Asset Testing (SonicIQ)
Audience Listening Report

Campaign Music Testing

Improve your campaign effectiveness with a rapid, data-led approach to music.

Campaign Music Testing shifts music selection from guesswork to measurable effectiveness, protecting and maximising advertising investment.

What does Campaign MusicIQ measure?

Built on implicit testing paradigms, the most accurate way of measuring emotional gut responses of consumers, Campaign MusicIQ predicts real-world behaviour.

The following evidence-based metrics provide a predictive view of a track’s effectiveness long before the campaign launches:

How deeply does the music capture attention?

How well does it align with the story?

Does it stand out and spark curiosity?

Does it stick in memory and connect back to the brand?

Landmark study that validated Campaign MusicIQ

+32%-100% ROMI: Highly engaging music can lift marketing ROI by an average of 32 percent and, in the strongest cases, can double it.
7x higher willingness to pay: Strong fit makes consumers nearly seven times more willing to pay premium prices.
5x more likely to drive brand fame: Surprising tracks make campaigns around five times more likely to drive fame and talkability.
4x stronger brand recall: Highly memorable tracks can make campaigns four times more likely to drive mental availability.

Click here ↗ to learn more about how music delivers tangible ROI.

Why should brands add Campaign MusicIQ to their existing testing stack?

Understand emotional impact

Emotional response is a proven driver of long-term brand growth (Binet and Field, 2013).
Our proprietary behavioural methodologies measures subconscious reactions to music, advertising’s most powerful emotional tool.

Isolate the role of the music

Campaign MusicIQ complements creative testing offered by System1, Ipsos, and others, as these do not isolate the impact of the music.
Our implicit methodology quantifies music’s potential contribution to return on marketing investment, fame, pricing power and salience, revealing which track will unlock the greatest value.

Protect time and maximise return

Our IPA-backed research shows top-performing music can lift ROMI by an average of 32%, and up to 2×.
Yet brands often waste time relying on subjective taste when choosing music. Objective testing removes guesswork, enabling faster, more confident decisions based on predicted effectiveness.

Campaign MusicIQ doesn’t replace creative testing. It strengthens it by providing the one piece of intelligence those systems cannot: which music choice will make the campaign work hardest.