Top 200 Adverts Analysis

[vc_row][vc_column][vc_empty_space][/vc_column][/vc_row][vc_row][vc_column width=”1/4″][/vc_column][vc_column width=”1/2″][vc_empty_space][vc_column_text]Our insights in to UK advertising enable us to know the music used in every TV commercial shown in the United Kingdom. This enables us to analyse the types of music featured, who is using it and who is supplying it.

The chart below shows the breakdown of the 200 most transmitted adverts in the UK during 2016. Having bespoke music composed for the advert is the most popular option for brands, followed by licensing a track for sync, selecting music from a music library and then No Music (which, thankfully for us, is the least attractive option for brands).

Within Composed and Licensed music the Finance sector is the biggest user. This is due to the credit cards, PPI claims and Cash Loan companies who dominate this sector and use a lot of Direct Response TV Advertising. As our previous analysis of Credit Card adverts shows, the most popular style of music used within this sector is acoustic guitar with prominent handclaps and whistling.

Within the Library Music sector one company, Audio Network, are dominant. They supplied 17 of the 33 library tracks featured in the Top 200. Their most valuable work was for Luma Credit Card, which featured their track, ‘Discover You’. Other notable tracks were “R U 2 U”, featured on the GoDaddy advert and supplied by Premium Beat. This highlights a growing trend to use audio libraries such as Audio Blocks, Premium Beat and Audio Jungle, powered by Australian digital marketplace provider, Envato.

We share further insights with our partners, including composers and music libraries we represent. If you’d like more information please contact Music Publishing Works.[/vc_column_text][/vc_column][vc_column width=”1/4″][/vc_column][vc_column][/vc_column][/vc_row][vc_row full_width=”stretch_row_content”][vc_column][vc_single_image image=”391″][/vc_column][/vc_row]