Case Study / MassiveMusic and IPA

Measuring the Advertising ROI of Music

The Science of Sound project, a collaboration between MassiveMusic, the IPA, and CloudArmy, quantified how the right music can drive marketing effectiveness across engagement, fit, surprise, and recall.

Illustration connecting music in television advertising with financial return

Case study at a glance

The challengeMusic's emotional power was known, but its commercial value needed proof.

What CloudArmy didCloudArmy's Reactor platform delivered large-scale reaction-time testing.

What it unlockedThe project created a practical framework for choosing campaign music.

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