Research Shows The Effectiveness Of Music In Radio Ads.

Music may drive the success of most radio stations across nearly 20 key formats, but there’s more to the story when it comes to the power of music on audio media, according to Katz Radio Group’s latest “Sound Answers” blog. It’s the music in advertising that makes the difference.

“In a world overflowing with visual content, one element consistently rises above the rest when it comes to memorability: music,” Katz’s blog says. “Whether it’s shifting moods, triggering nostalgia or anchoring your message into moments people truly care about, music gets under the skin of your audience faster than visuals ever could — making your ads more memorable and your brand more resonant.”

Research backs this up. An ABX creative test based on more than 10,000 TV ads and nearly 3,000 AM/FM radio ads found that 95% of participants said radio ads for a skin care product were as effective as those on TV, while 85% said the same for hair care ads. Additionally, a 2025 Katz study of 600 adults showed that 15% cited the lack of accompanying music as a key drawback when listening to a 30-second ad.

“Music taps into listeners on a subconscious level, shaping emotion and strengthening recall within seconds,” the blog says. “This gives brands a unique advantage [by way of]: mood setting — the right track instantly shapes how an ad feels; emotional hooks — nostalgic or evocative music creates a bond that visuals alone can’t achieve; [and] memory encoding — audio cues are processed faster and stick longer in the brain than visuals.”

Noting how neuroscience shows that sound lights up the brain’s memory and emotion centers, linking songs to life experiences and deep feelings, Katz’s report points out how “a single track can transport someone back to a road trip, a summer night, or even the first time they heard it live. That emotional connection is what makes music such a potent tool for brands: it doesn’t just capture attention; it engrains messages into memory. That’s nostalgia in action, and it’s gold for advertisers. Ads that pair messages with recognizable or evocative music aren’t just noticed, they’re remembered.

As a result, audio alone rivals video for ad effectiveness. “Video is powerful, but it demands eyes,” the blog says. “Audio, especially music, works while people drive, cook, walk the dog, or simply scroll with the sound on. It enters daily life seamlessly, creating brand moments that feel natural rather than disruptive. In-car audio, where AM/FM and music streaming dominate listening time, is a perfect example of how music-rich environments keep audiences engaged and receptive to brand messages.”

How can advertisers benefit from the power of music? “Whether it’s a catchy hook, a soundtrack that sets the tone, or a custom sonic identity, music helps distinguish your ad from the noise,” Katz’s blog says. “It elevates creative storytelling and gives people something to hum. When music and message align, the result isn’t just attention, it’s emotional connection and long-term recall.”