Ipsos Encyclopedia - Day After Recall

Advertising Recall measured one day after ad exposure, usually for a television commercial, following a standard series of prompts and probes to identify the specific commercial of interest, record specifically what is remembered, and quantify the number of viewers able to recall the ad correctly.

Definition

​Advertising Recall measured one day after ad exposure, usually for a television commercial, following a standard series of prompts and probes to identify the specific commercial of interest, record specifically what is remembered, and quantify the number of viewers able to recall the ad correctly. Originally used to evaluate impact of TV ads the day after live exposure on-air, subsequently adapted for pretesting in controlled exposure environments.

Media & Brand Communication