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Repetition is persuasive
When MTV and local radio held a monopoly, songs got pounded into listeners' heads. Oops I Did It Again and a number of *NSYNC songs are still there for people who never went looking for them. Control of the system meant a song could be pushed at you, and the power of repetition forces some recall whether you like it or not.
Awareness is the point. A 50/50 shot because you already heard the song beats the odds of something you never heard at all.
Advertising has said the same thing for a century. From the early copywriters of the 1900s through the Madison Avenue firms of the 1950s and 1960s, the message was that ads weren't being repeated enough. Do it over and over and over again.
Why does repetition make songs likable?
Psychologist Robert Zajonc described the mere exposure effect in a 1968 paper in the Journal of Personality and Social Psychology. People who saw nonsense words, Chinese characters, or faces more often rated them more favorably. He called this the mere exposure effect.
How many ad exposures do people need?
In 1972 Herbert Krugman, a researcher at General Electric, argued in the Journal of Advertising Research that three exposures may be enough. The first draws curiosity, the second prompts evaluation, and the third works as a reminder. His paper was titled 'Why Three Exposures May Be Enough.'