Collecting societies combine to offer proof that.

The first "robust" research providing evidence that music really does attract drinkers to pubs and persuade office workers to toil harder has been produced by two collecting societies in a bid to drive up the number of their licensees.

MusicWorks, a joint project between PPL and PRS for Music, follows a comprehensive and in-depth survey of 2,000 people and provides incontrovertible proof that music can help a company's balance sheet (see page 16).

The 100-plus page survey shows that music helps put more cash through tills because it encourages repeat visits, with - on average - more than one third of customers willing to pay 5% more for goods and services if they are buying from places playing music.

PRS for Music CEO Steve Porter says, "The extensive research demonstrates the real value music can bring to a business' bottom line. The results will underpin our communications with existing and new customers, reinforcing the power of music for business."

The study shows:

* music can enhance brand values and customer loyalty;

* businesses and organisations that embrace music can boast a competitive advantage;