SOURCE: Nielsen Online

December 13, 2007 13:52 ET

The $2.7 Million Question: What's the Full Return on a Super Bowl Ad?

Nielsen Online to Tackle Buzz and Video Activity Around Game Advertising; Enhanced Offering to Track Pre-, Post-Game Reactions via Custom Surveys and Report MySpace Video Streams

NEW YORK, NY--(Marketwire - December 13, 2007) - How did Nationwide generate significant Super Bowl buzz last year with a single 30-second spot? According to Nielsen research, the use of an unexpected spokesperson, Kevin Federline, combined with an aggressive website strategy and early pre-release of the ad all conspired to boost high levels of conversations and buzz relative to other ads.

This year, Nielsen Online, a service of the Nielsen Company, will tackle these issues again for major advertisers seeking to maximize return on their $2.7 million Super Bowl ad investments. Which Super Bowl commercials will stimulate the most buzz online and around the water cooler this year? Will buzz be favorable or damaging to brands?

Findings will be available through syndicated and custom overnight reports.

"The Super Bowl represents the ultimate 'torture test' in marketing ROI, and the buzz factor is often the final arbiter of success or failure of the advertising," explained Pete Blackshaw, Executive Vice President of Strategic Services, Nielsen Online. "Brands that wrap holistic, well-integrated marketing programs around the television advertising typically reap higher dividends."

Super Bowl Program Elements

Nielsen Online's Super Bowl buzz-monitoring program includes near real-time analysis of messages and opinions expressed across nearly 70 million blogs, message boards, online communities, video sharing sites, and sport-enthusiast sites. Buzz will be analyzed by volume, emotion, favorability, specific issue and penetration among influential consumers. Key questions to be tackled include:

--  Volume:  How much conversation did the advertising generate before and
    after the placement, and why?
--  Comparisons:  How did buzz compare among Super Bowl advertisers?
--  Key Issues:  What specific issues were played back in the buzz, and
--  Use of Spokespersons:  Did spokespeople help or hurt, and why?
--  Key Audiences/Influencers:  How did other digital marketing tactics,
    such as the Web site or brand blog, contribute to buzz?
--  Brand Websites:  In what ways did brand properties impact the overall
    conversation related to the ads?
--  Promotions and Contests:  Did the presence of user-generated contests
    impact buzz levels?

New Insights and Data

Building on last year's successful Super Bowl monitoring program, Nielsen Online's 2008 offering will include data and analysis from:

--  Video Data: The service will report ads viewed on MySpace and report
    the results days and weeks after the big game. Fox, the network for Super
    Bowl XLII, is leveraging its MySpace web property to offer increased
    exposure to advertisers, and, as a result has reported the earliest sellout
    level for in-game inventory in several years, with movie companies and
    automakers leading the pack.
--  Surveys Findings: Nielsen Online will supplement its analysis of
    online buzz with custom online surveys fielded before and after the game.
    In the weeks leading up to the game, surveys will determine the most
    anticipated advertisers and commercials. Post-game surveys will gauge if
    commercials live up to pre game buzz.
--  Analysis of real-time user reviews posted to Hey! Nielsen, Nielsen's
    experimental online social network.

Super Bowl Blog

To complement the formal product offering, Nielsen has also launched a blog, "The Road to the Big Game," covering key themes related to the game. Pete Blackshaw authors the blog and is joined by experts from across Nielsen, including Paul Donato, Chief Research Officer, Karen Benezra, VP, Nielsen Connect and Tom Ziangis, SVP, Nielsen Sports.

Super Bowl Buzz 2007 Analysis: Nationwide and K-Fed -- A Winning Team

According to Nielsen BuzzMetrics Super Bowl 2007 Water Cooler Report, Nationwide proved to be one of the most effective buzz builders during Super Bowl XLI. The brand stayed ahead of the buzz curve by promoting its ad both before and after the game. Nationwide's approach included:

--  Leaking the video to distribution sites before the air-time
--  Promoting the ad on its website
--  Using Brand Search Engine
--  Offering a "Send to Friend" / "Pass-Along" option
--  Investing in search advertising
--  Posting teasers on YouTube

Super Bowl Webcast

Nielsen Online will host a free webcast on January 3rd to discuss learning and findings from 2007, and provide strategies for driving effectiveness and "talk-value" of Super Bowl advertising. Register Now!

About Nielsen Online

Nielsen Online, a service of The Nielsen Company, delivers comprehensive, independent measurement and analysis of online audiences, advertising, video, consumer-generated media, word of mouth, commerce and consumer behavior, and includes products previously marketed under the Nielsen//NetRatings and Nielsen BuzzMetrics brands. With high quality, technology-driven products and services, Nielsen Online enables clients to make informed business decisions regarding their Internet, digital and marketing strategies. For more information, please visit

About The Nielsen Company:

The Nielsen Company is a global information and media company with leading market positions in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics), trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit,

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