Observed Signal · Jul 10, 2026 · Opinion / Analysis · Source: The Drum · Impact: 2/5 · Sentiment: Positive
Opinion: Jingles and Sonic Branding Need a Comeback
Jane Power argues that brands should reinvest in ownable sonic assets—original jingles and consistent audio signatures—rather than relying on licensed music. Citing new research presented by Mark Ritson and System1’s Andrew Tindall, Thinkbox’s 'Earning Attention' 2023 findings, and analyses from System1 and TikTok, the piece notes that audio is more likely to be remembered when attention is divided and that sonic branding can multiply ROI and mental availability. The article documents a decline in custom jingles (about 10% of TV campaigns in the 1990s vs. ~2% today), highlights examples (Jet2, Gillette, Intel, Netflix, Audi), and calls for strategic, repeatable sound design across touchpoints including radio, podcasts, and voice interfaces.
The piece highlights underused audio assets and cites research showing audio's effectiveness; useful for creative and media planning but is an opinion article rather than a platform policy or technical release.
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Key Takeaways & Evidence Grounding
- Mark Ritson and System1’s Andrew Tindall presented new research about advertising effectiveness at Cannes, with Ritson endorsing jingles.
- In the 1990s about 10% of TV campaigns had a custom, brand-specific singing jingle (American Association of Advertising Agencies); current estimates put this at approximately 2%.
- Thinkbox's 2023 'Earning Attention' research found that when distracted, people are significantly more likely to remember what they heard than what they saw.
- Separate analysis from System1 and TikTok indicates music, jingles and recognizable audio cues rank among the strongest-performing creative devices in the opening seconds of advertising.
- UK radio still reaches more than 50 million adults weekly (around 87% of the population), underlining large audio reach for brands.
Connected Companies & Entities
7 Entities mapped““Get a jingle, use a jingle; [it] is probably the single f**king best thing you can do for your advertising,” declared Mark Ritson at Cannes...”
“Brands such as Intel, Netflix and Audi show the value of a sound used consistently across touchpoints....”
“Brands such as Intel, Netflix and Audi show the value of a sound used consistently across touchpoints....”
“Brands such as Intel, Netflix and Audi show the value of a sound used consistently across touchpoints....”
“Thinkbox’s 2023 ‘Earning Attention’ research found that when distracted, people were significantly more likely to remember what they heard t...”
“Separate analysis from System1 and TikTok points in the same direction, showing that some of the strongest-performing creative devices in th...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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Sound Branding: High-Yield Asset Still Neglected by Marketers
An opinion piece by Rodger Morley, Sonic Branding Partner at Epidemic Sound, argues that sonic brand cues are the highest-yield element in branded video yet remain the least invested-in brand asset. Citing an Ipsos meta-analysis, sonic cues were 8.5 times more likely to appear in top-performing ads, yet account for only 8% of brand assets used. The root cause is operational: legacy music licensing is slow and fragmented, forcing marketing teams to compromise. Generative AI poses authenticity and copyright risks. Epidemic Sound's platform offers a solution with globally cleared music, AI-powered search, and customization tools, enabling scalable audio strategies.
Kars4Kids Jingle Shows Power of Brand Advertising
A Marketecture newsletter (published 2026-06-01) by Ari examines how the Kars4Kids jingle achieved near‑ubiquitous recall and draws branding lessons for advertisers. The piece argues that heavy brand exposure, memorable creative (notably jingles), and consistent assets over time can outperform strict performance-only strategies. It highlights channels where audio matters (TV, podcasts) and notes low-cost media buys can still produce outsized brand impact when paired with a clear message. The author also points to emerging AI tools that can generate jingles and raises podcast ads as undervalued. The newsletter includes event promotions: Marketecture Live in Chicago on September 23, 2026, and a Marketecture + IAB Tech Lab “Hot Takes” session at Cannes on June 24, 2026.
Lo-fi UGC-style content outperforms polished ads
The article discusses the growing effectiveness of lo-fi and UGC-style content over polished brand advertisements in social feeds. Citing data from TikTok, System1, Meta, and Kantar, it reports that creator-led content achieves 70% higher click-through rates and 159% higher engagement than non-creator ads at the same CPM, and that viewers skip influencer content after 17.8 seconds compared to 7.9 seconds for traditional branded content. Meta partnership ads reportedly deliver 19% lower CPAs and 13% higher click-through rates. The article emphasizes that while lo-fi content feels authentic, it still requires deliberate strategy, including clear brand cues within the first two seconds. It advises brands to combine lo-fi production, genuine UGC/creator content, and a remix layer of existing footage to maintain creative freshness and performance on platforms like TikTok and Instagram Reels.
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