Wireless Brands Are Singing Older Tunes

Ads for wireless companies are everywhere on TV, but it takes more than just a lot of ad airings to stand out. Using music to capture viewers' attention and create brand affinity is a common tactic - The key to success is picking the right song.

Songtradr recently used its AI sonic analysis technology to evaluate the songs licensed by some of the most-seen wireless ads on TV since the start of 2022, honing in on some key trends:

• The music choices of wireless ads were most favorable to older millennials and Gen X audiences; "The Best" by Tina Turner (used in a T-Mobile spot) scored 80% favorability among older millennials, and "Go Where You Wanna Go" by The Mamas & the Papas (used in a Lively spot) earned a 90% favorability rating among Gen X viewers.
• T-Mobile licensed the most music of all wireless brands, accounting for six of the nine spots examined; leaning on songs most favorable to older millennials.
• Of the songs studied, just three had over 50% favorability for women, yet five of the nine songs had favorability of 67% or higher for men… something that makes less sense considering how much more women guide consumer purchase decisions.