Does the effective use of a song in an ad campaign affect sales?
After highlighting 5 songs that stood out to me in their respective brand commercials on television (See “Great Music in Ad Campaigns” section), I decided to check Soundscan to see if there were any effects from the campaign on that particular song’s digital sales. All 5 commercials have been airing heavily throughout September and October. Here’s what I found….
The song that seems to be resonating the most is Edward Sharpe & The Magnetic Zeros “Home” in the NFL campaign. In the three weeks leading up to October 18th, the song was up 41% in two successive weeks going from 5,066 to 7,121 to 10,029. Its a perfect song use for a campaign that highlights different hometown fans. One could certainly argue that the commercial is helping to drive awareness and sales. I should point out that Edward Sharpe has built a huge touring base and has various avenues of exposure.
Of the other 4 songs that I highlighted, none are selling large numbers each week in the scheme of things but there is a striking trend in 3 of them to note: big percentage gains in sales since their campaigns started. Jesse Harris’ “Secret Sun” in the Corona commercial had percentage increases in 4 of the last 5 weeks leading up to October 18th including a 359% increase followed by a 364% increase followed by a 93% increase followed by a 73% decrease and most recently was up 127% over the prior week. The Tune Yards’ “Fiya” from the Blackberry commercial had the following gains over the 4 weeks leading up to October 11th: up 617%, up 53%, up 195%, and up 20%. Los Campesinos’ “You! Me! Dancing!” from the Budweiser MLB playoff campaign saw increases of 116% followed by 215% in the 3 weeks in which the baseball playoffs started and the commercial aired heavily. Only Nick Drake’s “From The Morning” from the AT&T commercial was flat in terms of percentage gains which could be the result of it being an older song that may have had previous awareness already.
All in all, it seems that the answer is yes… the effective use of a song in the right campaign does affect sales.
NOTE: Sales information based on Soundscan information