What Is The Most Powerful Element In TV Advertisements?

While there’s no denying that a strong all-round TV advert includes exceptional visuals and emotional storytelling, there is one cue that appears to trump others in terms of how effective an advert is: sound.

There are various factors that make adverts successful or flops, but it seems that sound cues are up there near the top when it comes to the most memorable adverts. 

When you delve into the data behind this, it’s little wonder. Sound has an impact on both our emotional state and our cognition. A specific song has the power to transport us back in time. A certain sound can trigger a response. 

How much does sound impact an advert’s effectiveness?  

One study by IPSOS, which analysed over 2,000 pieces of video creative, found that sonic brand assets are an underused but highly effective advertising tool.

When we talk about sonic brand assets, think sounds like the Netflix “tudum” that accompanies its logo. Or a short musical sequence, like the sonic identity used by the Mellon Foundation.

According to the IPSOS findings, adverts that use sonic brand cues are more likely to gain our attention and therefore perform better. In fact, the organisation found that adverts with sonic brand cues boosted attention by 8.53 times. 

However, many brands have yet to develop their own sonic identity, so this could be one area in which you can get ahead of the curve if you incorporate this into your next advertising campaign.

How does the use of music affect an advert’s performance?

Music is another important audible cue that helps distinguish an advert’s overall feeling and carries the mood. 

We see this time and again in festive adverts, but we’re also seeing how the right music choices can make all the difference in the adverts being shown around the men’s football World Cup this summer. 

Sometimes taking a different approach with your use of music is what will help your advert stand out in a crowd. Zappi pointed to Heineken’s choice to use a Sinatra classic rather than a more obvious football anthem in its World Cup campaign, for instance. 

Why sound is more important than ever in a modern, tech-heavy world

Another reason why the sound in your TV advert is so important is because of the way in which we live our lives, with multiple devices calling for our attention at any given moment. 

Many people will immediately reach for the phones when a commercial break comes on, which means visually their attention is elsewhere. However, they are more likely to pick up on audible cues as turning the sound down requires another action on their part. 

This means getting the sound production on your TV advert right has the power to pull people’s attention back to the screen, even when they have another device competing for their attention. 

How can you use sound powerfully in your TV adverts?

There are several steps you can take to harness the power of sound in your TV adverts:

• Explore sonic branding (if you haven’t already got a sonic identity)

• Use sonic identity to reinforce your brand wherever possible

• Use music to convey emotion

• Ensure the sound quality of your adverts is high

Sonic branding

We’ve already mentioned sonic branding and the value of having a sonic identity, so if this isn’t an element of your brand already, now is the perfect time to consider how to develop your own sonic identity.

The key, as you can see from the likes of Netflix, is to keep it simple and short. The sound needs to be instantly recognisable, but be prepared for the fact that it will take a bit of time for viewers to automatically associate the sound with your brand. 

Consistent use of sonic identity

This is why consistently using your sonic identity once you’ve landed on it is important. Our brains are pattern recognition machines and they will begin to associate your chosen sound with your brand as long as it is used consistently and frequently. 

Use music for added emotion

We all know that film scores have the power to set the whole mood of a scene and it’s no different in advertising. 

Consider whether you want to use existing music that your audience will recognise, or whether it’s worth developing a score to accompany the story your TV advert is telling. To make this decision, think about who your advert is targeting. 

Ensure high-quality sound in your TV adverts

This is a no-brainer in many ways, but you need to make sure the sound quality in your adverts is of the highest standard. This is why it pays to work with TV commercial production companies that have a strong track record. 

If you carefully consider all the other elements we’ve discussed here but don’t invest in high-quality production, your advert is likely to fail at the final hurdle.