Music has been a part of broadcast advertising since the early 20th Century. The first ever radio jingle was created for Wheaties – an American breakfast cereal. The jingle aired on Christmas Eve in 1926 and featured four male singers extolling the virtues of the brand.

At Radio Experts we know that a big benefit of using music in advertising is that it’s extremely memorable. Music is composed in patterns – a sequence of chords and lyrics that repeat in a particular way. Scientists have found that using patterns helps us process information efficiently and makes it easier to recall that information.

This is why music can be such an incredibly powerful tool for radio advertisers; it can deliver a memorable message as well as create emotional engagement with the listener.

Whether it’s a short sting or a full 30 seconds – if music is done well it can create a unique audio identity for a brand that can become lodged deep inside the listeners’ minds.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising. tim.cowland@radioexperts.co.uk. @timcradioexpert

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