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 behaviour.

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We analysed four dimensions proven to influence business impact:

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?

Card numbered 04 reading Recall on a rippled green and purple gradient, measuring how music connects back to the brand

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

WHAT THE DATA REVEALS

Statistic card showing the uplift in return on marketing investment when music fits the brand
01

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

Statistic card showing how effective music multiplies a brand's pricing power
02

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

Statistic card showing how the right music multiplies brand fame
03

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

Statistic card showing how distinctive music multiplies brand memorability
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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Cover of the MassiveMusic and IPA Sound Science whitepaper on how music drives marketing ROI
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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