Nielsen Answers The $2.7 Million Super Bowl Question
The Super Bowl can be a holy grail or a holy terror for advertisers. The Nielsen Company is looking to help companies figure out the equation of this massive marketing moment to ensure optimal ROI. Since the Super Bowl does cost advertisers $2.7 million in one shot, this information is imperative for any looking to take the plunge.
Which Super Bowl commercials will stimulate the most buzz online and around the water cooler this year? Will the buzz be favorable or damaging to brands? “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,” said Pete Blackshaw, Executive VP of Strategic Services, Nielsen Online. “Brands that wrap holistic, well-integrated marketing programs around the television advertising typically reap higher dividends.”
Nielsen Online’s Super Bowl buzz-monitoring program includes analytics of data across 70 million blogs, message boards, online communities, video sharing and sport-enthusiast sites. Buzz is measured by volume, emotion, favorability, specific issue and penetration among influential consumers. The 2008 offering will build on last year’s program which includes data and analysis from video data, survey findings and analysis.
On top of these features, Nielsen has also launched a blog called “The Road to the Big Game,” which covers themes related to the game. The site will also host a free webcast on January 3rd to discuss learning and findings from 2007.
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