Radiocentre has appointed insight agency Push to research how the use of music in advertising enhances consumer engagement and improves advertising effectiveness.
The project, which will launch in the autumn, will consult with creatives, planners, advertisers, audio branding and music industry experts. The research will also tackle broader semiotic analysis of musical styles and genres and how they link to rational and emotional brand associations.
The findings will produce practical insights to help brand advertisers and their agencies reap the benefits of using music more strategically.
Mark Barber, Planning Director at Radiocentre said: “We already know from the 700 campaigns measured in our ongoing radioGAUGE study that using music in radio ads makes them much more effective. Our ambition for this research is to break new ground in comprehending how consistent use of music elevates brand communication alongside tactical messages.”
Push is an insight agency who have worked with Asda, B&Q, British Airways, Google and IKEA.
Co-founder, Leo Archutowski, said: “This is not only a hugely exciting piece of work to be involved in but one that is important for the industry. Music plays a fundamental role in influencing our emotions and experiences, yet is it is still an area we don’t understand very well. This work will provide invaluable insight into the effect of music on the human brain and help both brand owners and agencies think about how they use sound and music in the future.”