A brand is worried about whether people remember their campaigns. Which metric within a Brand Lift study directly measures this?

Ad recall directly measures how memorable a campaign is by asking surveyed users if they remember seeing an ad for the brand. This metric is a key indicator of brand awareness and memorability. Favorability measures how positively people feel about a brand, which is related but not a direct measure of remembering the ad itself. Purchase intent indicates how likely someone is to buy a product, reflecting a later stage in the customer journey. Frequency refers to the number of times an ad is shown to a user, which impacts memorability but isn't a direct measurement of whether they recall the ad.