Licensed music, as opposed to bespoke tracks made specifically by or for a brand, has certain benefits in ad campaigns, but amp’s research suggests that it may not be worth the price in an already expensive ad environment.

Some Gen Zers can name a brand based on sound alone, according to a new report from sonic branding agency amp. The agency’s research and insights team analyzed the sonic branding work of 72 companies that Morning Consult previously found were most popular among Gen Z to see if sound might be making an impact on consumers of that generation.

Super Bowl advertisers got in on the noise too, whether through jingles, sonic logos, artist partnerships, or iconic songs from the past. As brands seem to increasingly prioritize sound as part of their marketing strategies, a few themes emerged during this year’s game, where several brands used sonic logos in their commercials.

Three years after the debut of its sonic logo, the company has a number of audio assets that make up its sonic brand, including an album of original songs.

It’s no secret that brands are paying more attention to their audio strategies. But which are doing it best? For its fourth Best Audio Brands report, sonic branding agency amp partnered with four tech companies to answer that question and more by analyzing the use of sound and music in the branding of 250 companies.