The impact of background musical tempo and timbre congruity upon ad content recall and affective response

This study investigated whether the tempo and timbre of background music influenced responses to radio ads. In Experiment 1 (in addition to a no‐music control condition), slow‐ or fast‐tempo background music was superimposed over the same ad. The slow‐tempo music treatment produced significantly higher levels of ad content recall compared to the fast‐tempo music treatment. Musical presence (slow‐ and fast‐tempo treatments combined vs. no‐music) significantly reduced levels of ad content recall. In Experiment 2, when three versions of digitally produced background music timbres were superimposed over a no‐music version of another ad, results revealed positive main effects of timbre congruity upon recall of ad content and affective responses to the ad.