Ad Jingles Can Make Lasting Impressions

Advertising jingles have been a marketing mainstay for almost a century, and a survey by Aurora, Illinois, distributor Quality Logo Products (PPAI 304730, D10) sought to explore their staying power.

Quality Logo Products surveyed 735 U.S. consumers to gather their impressions of 67 popular advertising melodies. “Nationwide is on your side” from Nationwide Insurance was the best known advertising jingle, recognized by 93 percent of surveyed respondents. It was followed closely by McDonald's “Ba-da-ba-ba-baa....I'm loving it” and the cough-soothing “Ricola.”

In a nod to catchy jingles’ staying power, Quality Logo Products found that the top 10 most-recognizable advertising jingles are all attached to brands between 50 and 100 years old. Five of the jingles themselves date back to the 1960s.

Breaking down the ads by industry, the survey ranked those by the four insurance companies included—Farmers, Nationwide, State Farm and Liberty Mutual—in the top third for recognizability. No other industry had as many easily recognizable ads. However, some of the industry’s ads also ranked as the most annoying and least likeable.

The most likeable ad campaign was McDonald’s “I’m lovin’ it” jingle, followed by Folgers’ “The best part of waking up is Folgers in your cup,” Band-Aid’s “I am stuck on Band-Aid” and Oscar Mayer’s “My bologna has a first name” campaigns.

For Quality Logo Products’ full report, click here.

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