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SOUND
SCIENCE

HOW MUSIC IS THE MISSING LINK IN MARKETING ROI

We all feel the power of music. Now we’ve uncovered the data to prove its true impact on ROI.

A landmark study by MassiveMusic in collaboration with the IPA, CloudArmy, Les Binet, and Professor Daniel Müllensiefen reveals how the right music doesn’t just move people, it moves business.

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WHY MUSIC MEANS BUSINESS

Despite music’s widespread influence, many brands still overlook music as a strategic lever.

That’s why MassiveMusic, in collaboration with the Institute of Practitioners in Advertising (IPA), conducted a first-of-its-kind study - testing 150 award-winning UK ads with 7,500 consumers. And the results are in: the right music doesn’t just make ads memorable, it delivers tangible ROI.

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How We Measured Music’s Effectiveness

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.

We analyzed four dimensions that determine performance:

  • Engagement: How deeply does the music capture attention?
  • Fit: How well does it align with the brand and story?
  • Surprise: Does it stand out and spark curiosity?
  • Recall: Does it stick in memory and connect back to the brand?

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

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What the Data Reveals

Our analysis revealed powerful connections between sound and performance:

  • +32% ROI boost when music emotionally engages audiences
  • 7x higher willingness to pay when music fits the brand and visuals
  • 5x more likely to drive brand fame with surprising, distinctive choices
  • 4x stronger brand recall when music is memorable and recognizable

And when used consistently over time, music compounds in effectiveness. Transforming bold creative risks into distinctive sonic assets that build long-term brand equity.

TURN INSIGHT INTO ACTION

Our findings bridge creativity and evidence. Giving marketers, agencies and brands the confidence to make smarter, bolder music choices that drive measurable growth.

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

Contact: laura.devis@massivemusic.com