Music drives a fifth to a third of an ad's selling power but gets about 3% of the budget
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selling power from music20-30%
budget spent on music~3%
Music may account for 20-30% of an ad's selling power, according to IPA data analysed for The Power of Music, yet most productions spend around 3% of the budget on it. System1 also finds the soundtrack alone predicts an ad's performance remarkably closely.
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