Sound Science: HOW MUSIC IS ​THE MISSING LINK IN ​MARKETING ROI

MUSIC MEANS BUSINESS
HOW MUSIC IS THE MISSING LINK IN MARKETING ROI

For brands and agencies seeking measurable results, we now have the data that shows exactly how music drives ROI.

MassiveMusic and the IPA conducted a first-of-its-kind study, testing 150 award-winning UK ads with 7,500 consumers using our Campaign MusicIQ™ methodology. Working with our neuroscience partners at CloudArmy, we used implicit testing to measure people’s subconscious reactions to music, bypassing bias to predict real-world behavior.

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We analyzed four dimensions proven to influence business impact:

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?

Campaign MusicIQ™ framework

Together, these insights form the Campaign MusicIQ™ framework: a proven way to understand which music choices drive ROI, pricing power and fame.

Learn more about our Campaign Music Testing services ↗

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WHAT THE DATA REVEALS
01

Engaging music boosts marketing ROI by an average of 32%, and in some cases, can double returns.

02

Highly fitting music makes consumers nearly 7× more willing to pay premium prices, with this effect compounding over time.

03

Surprising, creatively bold music is up to 5× more effective at driving brand fame, cutting through clutter and earning cultural attention.

04

Memorable music makes brands up to 4× more effective at driving salience, a key driver of long-term growth.

WHAT YOU’LL FIND IN THE FULL REPORT

  1. The full breakdown of how music drives business effects.

  2. Which creative approaches align best with your brand and business goals.

  3. The ​compounding effects ​of consistent ​usage.

  4. Actionable guidance for brands and agencies.

If you work in brand, strategy, media or creative, this is the clearest evidence yet that music is a business lever, not a finishing touch.

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TURN INSIGHT INTO ACTION

Download the full report or get in touch to explore Campaign Music Testing, the research-backed tool helping brands craft sound that sells.

DOWNLOAD THE FULL REPORT ↗

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