The emotional connection: how aligning brand and content boosts ROI

In an ever-evolving media landscape, the challenge for brands is no longer just about being seen—it’s about being felt. To uncover the power of emotional context, Magid teamed up with a major media company to study the connection between content attributes and brand ROI. Analyzing data from 26 national brands and their corresponding sales, the study represented a staggering $25 billion in marketing spend and $11 billion in TV advertising.

By applying Magid’s EmotionalDNA® dimensions, the study revealed that content with strong emotional attributes, such as being Informative, Real, and Inspiring, led to significant engagement spikes. Programs with higher emotional and quality scores resulted in a 2x ROI for brands compared to lower-scoring content. The findings didn’t stop there—social volume and consumer commitment also saw noticeable increases, proving that the right emotional alignment between brand and content is not just a strategy—it’s a necessity. For brands aiming to resonate on a deeper level with consumers, this study is a testament to the transformative impact of emotionally charged content.