Back in the day, brands would put their sonic logo at the end of a TV or radio ad.
Thirty seconds of message, then the sonic logo to close. That approach made sense when we only had a few TV channels and radio stations.
But here in 2026, we're bombarded with so much content. How do you cut through? Attention is front loaded. Think about how we consume content now.
We scroll, skip and swipe before your ad even finishes, so the smartest place for your sound has moved too.
The main reason to lead with sound is that sound outperforms every other brand asset. Don't believe us? Then check out this research from TikTok and System1.
Want to know where to put your sonic logo (if you have one) in 2026? Then listen up!
1. If you're running ads on any social media channel, put your sonic logo up front before someone scrolls. No one is watching your ad to the end. And if you're running YouTube ads, this should be non negotiable. You have about five seconds before someone can skip an ad, and a sonic logo is normally under five seconds. It's the perfect spot for it, and even if they aren't looking at the screen, you still land the best type of branding for brand recall.
2. The first two seconds of a TikTok or Reel. System1 and TikTok studied hundreds of social ads. Sonic assets in the first two seconds lifted brand awareness by 191%, more than five times the impact of a visual logo. It doesn't have to be the full mnemonic. A shortened version works. But it has to land early, before the thumb keeps moving.
And if you want a great example of a brand that gets this, look at O'Brien. Their sonic logo is iconic. Most Aussies could sing it without thinking. But what I love is how they use it. You hear the sonic logo playing on the car radio in the first five seconds, baked into the scene itself, and then it comes back at the end as the classic sign off. Both times it's done in a clever way that doesn't feel forced.
They understood the assignment.
Bookend it like O'Brien does, drop a shortened version up front, or even lead with a quick brand earcon and save the full logo for the close.
So it's worth asking, where does your sonic logo actually live right now? If it's still sitting at the end of every ad, it might be time to move it up front.
