Abstract An extensive content analysis of German primetime commercials was conducted with a focus on musical elements that have been found to influence the effectiveness of advertising. We report current data for the use of music in TV commercials and compare the actual practices of advertising practitioners with the recommendations made by researchers. In total, 1,460 commercials were recorded, of which 594 were unique and analyzed in depth. While advertising practitioners’ use of music in TV advertisements was generally in alignment with scientific advice, we identified some elements that could be improved. Specific features were identified that should be analyzed in future studies.

中文翻译：

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寻找机会优化电视广告中的音乐：系统的内容分析

摘要对德国黄金时段广告进行了广泛的内容分析，重点是发现影响广告效果的音乐元素。我们报告了电视广告中音乐使用的最新数据，并将广告从业人员的实际做法与研究人员的建议进行了比较。总共记录了1,460个广告，其中594个是独特的并进行了深入分析。虽然广告从业人员在电视广告中使用音乐通常与科学建议相一致，但我们确定了一些可以改进的元素。确定了应在以后的研究中进行分析的特定功能。