Why Custom Music in Commercials Boosts ROI —
And Creates Long-Term Partnerships
In today’s crowded media landscape, a standout commercial blends stunning visuals with original music from a composer to evoke emotion, enhance recall, and drive consumer action. Here’s a breakdown of filmmaker tips supported by current data showing how custom music amplifies ROI—and fosters repeat business for production companies.
Audio Is Among the Highest ROI Drivers
- A study by Westwood One (April 2024) reveals that every $1 invested in audio (radio, podcasts, streaming) generates $3.12 profit in the short term, and $6.29 over two years—outperforming most digital platforms Westwood One.
- Inside Radio reports that shifting just 1.2% of media budget to audio can boost Return On Ad Spend (ROAS) by up to 23% Bizjournals.
Filmmaker Tip: Prioritize crafting original music tailored to campaign goals—don’t settle for generic tracks. Custom composition enhances ROI by making audio a strategic ad medium, not just background filler.
Music Enhances Memorability & Emotional Impact
- System1 Group reports that ads evoking positive emotions via music see an 8.2% uplift in consumer engagement ResearchGate+5System1 Group+5Deep Blue+5.
- Studies show that music dramatically improves brand memorability and recall—just 15 seconds of a well‑composed jingle can make your brand linger in listeners’ minds Adweek+4Wikipedia+4The Jingle Writer+4.
Composer Insight: Work closely with directors early in development. Ensure your music aligns emotionally and structurally with the brand to leave a lasting impression.
Personalized Music Keeps Viewers Engaged
- Research from 2021 found that matching ad music to a listener’s preferences increases view time and improves their attitude toward the ad ResearchGate+1Ad Results Media+1.
Filmmaker Tip: For digital campaigns, leverage dynamic music variations—custom composed tracks that can adapt to different viewer segments or A/B test different composer styles.
Strong Audio Branding Multiplies Production Value
- Sonic branding research shows that high-quality bespoke audio not only strengthens TV and video, it also uplifts paid search and online video performance .
- With 84% of tested ads worldwide containing music, the right soundtrack is often the difference between emotional connection and noise Kantar+1sciencedirect.com+1.
Filmmaker Tip: Treat custom scoring as a strategic brand asset—integrate it consistently across all campaign assets to reinforce brand identity.
This ROI Cycle Creates Repeat Clients & Referrals
Here’s the virtuous cycle:
| Step | How It Works |
| 1️⃣ | Ad agency hires your production house, featuring custom score from your composer. |
| 2️⃣ | Campaign outperforms benchmarks (e.g., +8% engagement, +23% ROAS). |
| 3️⃣ | Agency sees strong results and earns business credit. |
| 4️⃣ | Agency rehires your company for next campaign—repeat hires and a referral relationship begin. |
| 5️⃣ | Your company becomes the go-to production/composer partner, amplified by agency word-of-mouth. |
This cycle thrives because original scores drive measurable ROI, building trust between agency and production firm.
Key Takeaways for Production Companies & Filmmakers
- Emphasize ROI with music-first strategy. Cite studies like Westwood One and Inside Radio in your proposals.
• Involve composers early. Well-integrated scores elevate ads emotionally and memorably.
• Offer personalization. Tailored music boosts viewing time, engagement, and brand favorability.
• Promote sonic branding. Show how custom sound aligns with overall brand strategy.
• Document proof-of-performance. Share campaign results. Agencies want numbers that validate your work.
Christopher Caliendo won the Henry Mancini Award for Film Scoring and started his television scoring at CBS working under Jerrold Immel for Dallas, Knott’s Landing and Paradise. National Emmy Award winners Fisher-Merlis Television, Cartoon Network, Warner TV, Discovery are some of his clients. As a guest speaker at various film schools Christopher covers such diverse topics as bridging the gap between directors and composers, film restoration, and strategies for staying under budget in a film scoring session.
