Music Sheds Light on Intended Audience for Back to School Ads
Songtradr's AI-driven analysis deciphers the art of choosing music in this year's back-to-school ads, revealing brand strategies to bridge generational gaps.
With back-to-school shopping season in full effect, major retailers are challenged with finding the right balance between tailoring ads to kids who wear the clothes, or to parents/guardians who ultimately buy the items.
One way to tackle this is through music choices. A Songtradr analysis of some of this year’s new back-to-school ads reveals exactly how brands attempt to connect with audiences using music. Using AI, Songtradr pinpoints how likely a given song will appeal to various age groups, and highlights where there’s the most overlap across generations.
- Target used the NOTD song “AM:PM” for its “Back to School Anthem” ad. The track appeals best with consumers aged 18 to 34, but also aligns with teens (13-17) and young parents (35-44)
- Walmart takes a similar approach with “Back to School - Mom Chat” — one of three ads featured in its back-to-school campaign — which features “Shut Down” by BLACKPINK.
- Walmart also doubled down on advertising for parents with “That's A Wrap” — featuring "This Is What Love Looks Like" by Carlton Jumel Smith, Cold Diamond & Mink — which shows overwhelmingly higher confidence levels with listeners aged 35 to 65
- Both JCPenney and Kohl’s took a similar tack with their campaigns.
More and more, advertisers are recognizing the significant influence of sonic branding, emphasizing the role of music in ads to create stronger connections with audiences, boost brand affinity, and drive purchase intent.