System1’s research with Effie Worldwide concluded that audio assets outperform most other brand assets when it comes to driving strong brand recognition. The study analysed thousands of case studies across four continents, linking creative choices to real in-market outcomes. It found that emotion, fluency, and time are the three most powerful drivers of advertising effectiveness.

Audio emerged as a standout performer—not just because visual attention is declining compared to auditory attention, but because audio is a memory machine. It builds memory structures at scale and at speed.

System1 also analysed nearly 1,000 commercials across eight markets using its Test Your Ad Social tool to identify which brand assets were recognised within the first two seconds of each ad—and how this impacted overall brand recognition. Audio proved highly effective, reducing ad skipping while still delivering strong brand impact.

Music, in particular, plays a critical role in shaping perception and response. When System1 tested the same Werther’s Original ad with three different soundtracks, a simple music change increased the Star Rating—a predictor of long-term effectiveness—from 3 to 5 out of 5 stars.

Supporting this, Les Binet and Massive Music found that customised music reduces price sensitivity sevenfold and surprising music is five times more effective at driving Brand Fame than expected tracks—leading toa significantly higher return on marketing investment.

You can watch a presentation on this research by clicking the button below.

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