In a world of endless distractions, music demands attention
Opinion
We have mere seconds before consumers skip, scroll, swipe and switch off. But that’s more than enough time to give brands an edge — if they use audio wisely.
We live in an age of the endless doomscroll. TikTok, Instagram, Netflix, BBC iPlayer. Not to mention the relentless pings from various other app notifications. All of which constantly compete for our attention.
Consumers skip, scroll, swipe and switch off in the blink of an eye. Platforms like TikTok have amplified this further with sound often being the first thing that hooks a user before they decide to scroll on. We also see this with trending tracks that are rapidly sparking viral moments before a single image has even appeared.
In fact, BBC research recently revealed that listeners can now recognise a track in as little as two to three seconds: proof of just how quickly sound cuts through.
And in a world of shrinking attention spans and endless distractions, two to three seconds is more than enough time to give brands an edge.
Finding a sonic identity requires blend of branding and science
Music is the ad
We only need to look at the annual wave of Christmas ads to see the power of distinctive music in action.
John Lewis ads have become a cultural moment not just for their storytelling but for their soundtracks. Up until recently, John Lewis had followed the same tried-and tested-strategy — re-recording a well-known song in an emotive, nostalgic style.
Many of the examples — Lily Allen’s cover of Somewhere Only We Know and Ellie Goulding’s Your Song, to name just a few — did as much of the heavy lifting as the visuals. In turn, this creates a sense of anticipation and memorability that extends far beyond the festive season.
Let this be a reminder to brands that the right music doesn’t just support an ad; it can become the ad.
If your brand’s sound isn’t standing out, or at least strategically designed to cut through, campaign messages risk disappearing before they are even noticed.
Shortcuts our brains can’t ignore
The good news? Sound cuts through like nothing else.
Think about the “tudum” of the Netflix logo appearing before your favourite series that prepares you for a night in or how McDonald’s recognisable “ba da ba ba ba” immediately makes you crave a Big Mac.
These aren’t just catchy jingles; they’re emotional shortcuts. In a single beat, they can spark recognition, trigger memory and build brand trust.
And the science backs it up. Neuroscience shows our brains process sound 11-22% quicker than visuals. That matters in fast-scrolling feeds, where even milliseconds decide whether we tune in or scroll on.
We see this all the time in real-world ad campaigns. Take Cadbury’s legendary 2007 “Gorilla” ad. The drumming gorilla synced to Phil Collins’ In the Air Tonight wasn’t just entertaining; it created emotions and memorable experiences that audiences still recall today. The music was the ad and it cemented Cadbury’s brand in a cultural conversation.
In a 2024 study, Coca-Cola’s ad offered another example. Visuals alone influenced just 37.7% of participants, in contrast with 72.1% of participants who were influenced when exposed to sound only. And when sound and visuals were combined, influence shot up to nearly 89%.
Magnum’s recent “Nothing Cracks Like Magnum” campaign goes a step further by using the “crack” sound of chocolate breaking to make the product almost tangible on screen.
These examples show that sound doesn’t just capture attention; it creates an experience for audiences. The lesson? People feel music before they even think about it.
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Value only music can unlock
Despite all the research, many brands still underplay music’s influence, leaving a huge amount of emotional equity on the table.
Why? Decision-making on music is notoriously tricky. Music selection is subjective, people have different music tastes, the overwhelming amount of choice and, too often, decisions get made instinctively rather than strategically.
But the real fun starts when you bring both creativity and data to the table. Sometimes the best solutions surprise everyone in the room. A track no-one expected suddenly feels perfect because it hits the right audience cues at the same time as hitting the emotional sweet spot.
In a media landscape that’s fragmented and frantic, sound isn’t a nice-to-have — it’s the secret weapon that turns an ad from background noise into something unforgettable. It’s what makes your brand stand out from a crowded landscape.
The evidence is there. Ignoring it and your brand risks being scrolled past. Miss the sound, miss the moment.
Get it right and you might just be the next “ba da ba ba ba” in everyone’s head.
Laura Devis is a researcher at MassiveMusic