Identifying Opportunities to Optimize the Music in TV Commercials: A Systematic Content Analysis

Abstract An extensive content analysis of German primetime commercials was conducted with a focus on musical elements that have been found to influence the effectiveness of advertising. We report current data for the use of music in TV commercials and compare the actual practices of advertising practitioners with the recommendations made by researchers. In total, 1,460 commercials were recorded, of which 594 were unique and analyzed in depth. While advertising practitioners’ use of music in TV advertisements was generally in alignment with scientific advice, we identified some elements that could be improved. Specific features were identified that should be analyzed in future studies.