Among the spots we tested, notable performers in Engagement – or how effectively the music and sound captured the audience’s attention – included Budweiser, Pepsi, Ro and Dove. Each embraced a different strategy to draw viewers in.

For Pepsi (4% above our database average) and Budweiser (12% above average), that meant tapping into classic rock tracks with high notoriety to bridge the generational gap of the Big Game: Queen’s “I Want to Break Free” and Lynyrd Skynyrd's “Free Bird,” respectively. However, the success of these spots wasn’t simply in licensing recognizable songs, but in how artfully the music was integrated into the narrative. A tactful mix of silence, sound design and music drew audiences in, rather than relying on sheer volume to compete with the roar of the game. By letting each track’s intro to set the emotional stakes before landing on those iconic vocals, both brands proved that even a classic can feel fresh when given room to breathe.

​​Conversely, Ro (7% above average) and Dove (4% above average) secured their engagement marks by aligning their music selections with the energy of the game. Dove’s custom “stomp-clap” track served as the spot’s narrative backbone, building from deliberate silence to a poignant conclusion. This allowed audiences to hear and feel the message of empowerment without the need for supporting voiceover.

On the other hand, Ro used Sleigh Bells’ “Riot Rhythm” to kick the spot into gear from the first frame. And though we are now 16 years removed from the release of their debut album Treats, Sleigh Bells’ sound remains unmistakably distinct. Whether viewers recognized the track or heard it for the first time, the sonics of the composition proved that distinctiveness isn’t determined by a release date, but by a track’s ability to cut through current noise.

The Takeaway for Brands

Whether you’re footing the bill for a highly recognizable track or creating a custom score tailored to your message, sound must be optimized to support your narrative - not serve as expensive window dressing. When used intentionally, it can draw your audience in and ensure your message is truly heard.

Unsurprisingly, our results uncovered overlap between top performers in the categories of Engagement and Fit with Film – or how well the music matches the visuals, brand, message or product. Simply put, this metric measures how “right” the music feels.

Both Budweiser (14% above average) and Dove (11% above average) demonstrate a thoughtful approach to music and sound design. While they achieve success through different means (licensing a classic track vs. a fully integrated custom score), they each draw audiences in with silence and space before building energy and drama. Both also continue a long lineage of brand storytelling: Budweiser through ’70s Southern rock, and Dove through a custom track that embodies female empowerment.

Rounding out the top 4, Gemini (13% above average) and Redfin (11% above average) leaned into piano-led ballads to underscore the emotional weight of their stories. Each also used one-of-a-kind voices to punctuate their narratives (Randy Newman for Google Gemini, Lady Gaga for Redfin). And while no one would confuse either spot with Dove’s or Budweiser’s, they all effectively intertwine music with their core storyline.

The Takeaway for Brands

In just 30 or 60 seconds of airtime, storytellers must use every tool available. While these spots vary in tone, message and category, they all share an understanding that an artful balance of sonic elements (voiceover, sound design, music) creates a more immersive world. One that feels truly differentiated from the 4,000 to 10,000 other ads audiences are estimated to encounter each day.

In terms of Surprise – or how unexpected the music and sound feel within an ad - top performers included T-Mobile (18% above average), Liquid I.V. (16% above average), Hellmann’s (15% above average), and Instacart (15% above average). Surprise, when used effectively, unlocks stronger emotion and engagement by subverting expectations, which is exactly what each of these spots achieves.

A common thread among them is a full embrace of humor and parody. Instacart built its entire spot around a charmingly kitschy theme song performed by Benson Boone and Ben Stiller. Hellmann’s cleverly reimagined “Sweet Caroline” as “Sweet Sandwich Time,” sung by “Meal Diamond” (aka Andy Samberg).

In addition to T-Mobile’s parody of “I Want it That Way” (which we’ll speak about in a moment) and Liquid I.V.’s chorus of toilets singing Phill Collins’ “Against All Odds”, all four of these spots fully embrace high camp, big personalities, big characters and an impressive amount of worldbuilding in a short amount of time. In doing so, they delivered some of the most memorable moments of original and reinvented songwriting during the Big Game.

The Takeaway for Brands

At the end of the day, there is no real replacement for creativity and worldbuilding. Each of these spots fully committed to an idea and saw it through from concept, casting and songwriting through final execution. Our previous research proves that surprising musical approaches are five times more likely to achieve brand fame. It’s no coincidence these campaigns rose above the rest and will continue sparking conversations (and singalongs) long after the final whistle.

For our final, and perhaps most vital metric, we tested a range of ads on recallability: the audience's ability to recognize and remember a spot. In advertising, high-recall tracks function as mnemonics, instinctively linking music and sound back to the brand. With research showing spots with high recall being four times more effective at driving brand salience.

Our top performers in Recall far outperformed the average spot,each achieving memorability through a distinct approach:

• T-Mobile (30% higher than average) reimagined a pop classic (Backstreet Boys’ “I Want It That Way”) into a parody that acted as the central narrative for the spot, leveraging the melody’s inherent catchiness while weaving in brand-driven humour.

• Levi’s (22% above average) licensed an iconic track (James Brown’s “Get Up Offa That Thing”) to propel a simple, yet effective concept that relentlessly centered the product. All while embodying a timeless cool that felt like a natural fit between artist and brand.

• Redfin (19% above average) married an iconic track (“Won’t You Be My Neighbor?”, aka the theme from Mr Roger’s Neighborhood) with an iconic voice (Lady Gaga), creating a modern take that felt rooted in the warmth of the original while grounding it in the present.

The Takeaway for Brands

Every brand carries a unique history, and every campaign serves a specific strategic goal. As such, the levers brands pull to harness the superpowers of music and sound will inevitably vary.

But in one of the few remaining monocultural moments we share in the US, the data is clear: brands that approach these moments with intentionality, from initial insight to final execution, will see a far greater return on their investment. And when everything comes together, they create work that’ll be remembered for years to come.