Television commercials are a popular tool of marketing communication. The music that accompanies them is able to attract and maintain the viewers’ attention. Their role and potential impacts have been shown by various research papers; however, the literature of this topic can be characterized as having rather varied focal points and is generally considered to be fragmented. In this study, which is of an exploratory nature, commercials for brands with the highest brand value are analyzed. The study seeks to understand what kind of relationship can be found between music and visual events in commercials, and between these events and the main characteristics of the music used? Based on the results, we can claim that the strength of the visual-sound linkage in the commercials and the intensity of the main characteristics of the music used typically show a positive correlation.

Journal of Economic Literature (JEL) codes: M31, M37