Sky Media Network tested recall of ads for Volvo on Sky Anytime that it said showed that about half the audience recalled seeing a spot for the Volvo brand, with about 36% recalling the ad unprompted.
Eighty per cent of those who recalled the ad said they associated the Volvo brand with reliability, versus 67% of those that did not recall the ad, while 82% of those who saw it associated the brand with technology innovation, against 65% of those who did not see it.
Martin Michel of Sky Media Network said the study showed the effectiveness of advertising in an environment that required ‘lean forward’ action by viewers.
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