On Hold Messaging

How probable might it be that you could influence buying decisions of someone who has contacted you by telephone?  Not at all, if while the caller is on hold he hears dead silence!  Very probable if while the caller is on hold she hears the radio playing an ad for your competitor.  Oops!  Quite unlikely if while the caller is on hold he hears only music.  To be sure that is far more preferable than dead silence, but . . . .   Highly likely if while the caller is on hold he hears on hold messaging about your products, services, specials, awards, even a testimonial.  Seems to me that it makes sense to take advantage of every touch point to inform and educate suspects, prospects, and customers.  What say you?