SOURCE: Nielsen BuzzMetrics

November 29, 2006 11:59 ET

Nielsen BuzzMetrics to Track Online Buzz Around 2007 Super Bowl Ads

Will Determine Effectiveness and "Talk Value" of Multi-Million Dollar Spots Based on Analysis of Blogs, Message Boards and Other Expression Venues; Sign Up for Free Super Bowl Webinar December 15

NEW YORK, NY -- (MARKET WIRE) -- November 29, 2006 -- Do marketers who advertise in the Super Bowl benefit from an "echo effect" of online buzz? If not, are they getting their full money's worth against nearly $2.5 million per thirty-second advertisement? What if the buzz is negative or hostile?

For the fourth year running, Nielsen BuzzMetrics, the global measurement standard in consumer-generated media, will answer these important questions for major brand marketers investing millions of media dollars on the world's largest advertising stage. Findings will be available through syndicated and custom overnight reports.

Nielsen BuzzMetrics will audit brand buzz before, during and after the game, arming advertisers with comprehensive data and deep insight around commercial talk-value, stickiness, virality, and even the popularity and appeal of the spokespersons and celebrities in the television advertising event.

"If 'engagement' is the name of the game, one major proxy of return-on-investment for Super Bowl advertisers is whether their ads genuinely engage consumers to talk about, post, comment, critique or even blog the ad," said Pete Blackshaw, Chief Marketing Officer of Nielsen BuzzMetrics. "We'll be looking critically at whether advertisers and their agencies sufficiently 'primed the pump' to nurture buzz about the ads before and after the game."

Free Super Bowl Webinar

Covering past Super Bowl results and anticipated trends for 2007, Nielsen BuzzMetrics will host a free Webinar on measuring and auditing conversation related to Super Bowl advertising, on Dec. 15, from 1-2 pm EST. Sign-up at

Super Bowl Program Elements

Nielsen BuzzMetrics' Super Bowl buzz-monitoring program includes real-time analysis of messages and opinions expressed across nearly 40 million blogs, message boards, online communities and sports-enthusiast sites among other venues. Buzz will be analyzed by volume, emotion, favorability, specific issue and penetration among influential consumers. Key questions to be tackled:

--  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: Who talked about the ad, and did they make
    an impact?
--  Marketing Integration: How did other digital marketing tactics, such
    as the Web site or brand blog, contribute to buzz?
"Create-Your-Own-Ad" Initiatives

Nielsen BuzzMetrics will gauge consumer reaction to major initiatives by key advertisers, including Frito Lay, General Motors, and the NFL, in which consumers and students have been invited to create Super Bowl ads.

"What makes this year especially unique and buzzworthy is that a handful of the ads are being created by consumers," said Blackshaw. "We'll be glued to consumer reaction to these one-of-a-kind spots."

Super Bowl 2006 Analysis

In previous years, Nielsen BuzzMetrics found a host of factors contributed to the talk-value of the commercials, from choice of spokespeople to Web integration. In 2006, one major advertiser bought over $6 million in spots for a new product launch but didn't have a workable Web site for the product by kickoff, suppressing consumer conversation. In 2005, virtually all brands suffered from low post-game buzz because the network's last-minute decision to cancel a GoDaddy ad captured significant post-game buzz.

In 2004, Super Bowl ads that ran following the controversial Janet Jackson and Justin Timberlake half-time show suffered from distracted attention and depressed buzz levels. In contrast, Reebok's Terry Tate commercial and online video in 2003 received an unprecedented level of ongoing buzz that continues to reward the Reebok brand to this day in search results.

About Nielsen BuzzMetrics

The Nielsen BuzzMetrics service, marketed by BuzzMetrics, Inc., is the global standard in measuring consumer-generated media and word of mouth. Nielsen BuzzMetrics helps more than 100 leading global companies interpret and leverage the buzz surrounding them -- clients like Canon, Comcast, Ford, General Motors, HBO, Kraft, Microsoft, Nokia, P&G, Sony, Target and Toyota, as well as the top 15 pharmaceutical concerns. Partners include the world's largest marketing-services firms, and innovative new-marketing agencies. The company has also collaborated with distinguished research organizations such as the Pew Internet and American Life Project. BuzzMetrics, Inc. is an affiliate of VNU, owner of such renowned research names as ACNielsen and Nielsen Media Research. For more information, visit

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