Voice-overs, AI voices, casting & recording
Does a familiar voice work better in a commercial?
Short answer
Sometimes. Recognizing a familiar voice can lift ad liking and brand evaluation, but not every familiar voice works better.
Sometimes. Research shows that listeners who recognize a familiar voice themselves, without the name being mentioned, judge the ad and the brand more positively. The effect lies in that moment of recognition. Still, not every familiar voice automatically works better: the voice has to fit the brand and must not overshadow it. A consistent brand voice can build recognition over time, although that effect has rarely been measured. Lidl's regular voice, Thomas van Luyn, is an example. Learn more about brand voices and what research says about voices in commercials.