Over half the people who hear a song in a commercial claim it doesn't affect their attitude toward the artist, at least according to a recent survey. There were exceptions to this, however. Some claim it depends on how the brand and musicians are matched. I suppose there's a difference between U2 doing their iPod spots for no money versus Darius "Don't call me Hootie" Rucker donning a gaudy cowboy outfit and changing the lyrics of "Big Rock Candy Mountain" for a Burger King ad. Okay, that's probably not a good example of a "current" musician, but whatevah.