Ms Sarah O’Connor:

There are two components. The first is determining how many people saw the campaign, clicked on the link or listened through to the end of the Spotify ad or whatever they were listening to. Then we ascertain whether people talked to themselves, their friends or family and whether they were more likely to remind somebody else to put a seatbelt on. Then it probably moves over to Mr. Rowland’s overarching piece. His team tracks this year in, year out.