The Nielsen Company to Measure Real-Time Consumer Feedback During the 2008 Super Bowl

The Nielsen Company to Measure Real-Time Consumer Feedback During the 2008 Super Bowl

Hundreds of U.S. Consumers to Actively Participate from the HeyNielsen.com Social Network

NEW YORK, Jan. 28 /PRNewswire/ -- The Nielsen Company today announced it will measure U.S. consumer preferences of the 2008 Super Bowl ads from its first social network platform, HeyNielsen.com, a site geared to highly engaged entertainment enthusiasts. Hundreds of consumers from the volunteer panel will rate the 2008 Super Bowl ads in real-time using a proprietary HeyNielsen.com ratings and review scale. In addition, Nielsen will measure the degree to which other site members validate or agree with the posted reviews.

"Our goal with Hey! Nielsen is to shine extra light on important emerging questions for advertisers: What do highly engaged consumers think? How do they react to advertising? To what extent do they tell others?" said Karen Watson, Nielsen senior vice president communications, and executive sponsor of Hey! Nielsen. "The Hey! Nielsen Super Bowl panel is essentially an online focus group that will provide our clients with immediate gut-level reactions to the ads."

After each commercial break throughout the Super Bowl, Hey! Nielsen members will be asked immediately to rate each commercial on a scale from 1 to 4. Panelists can also add their own commentary after each commercial break and at the conclusion of the game. Results will show which commercials were the most and least favorable, and whether the panelists are likely to use this advertiser's services in the future. Results from the live online focus group will be shared with Nielsen clients following the Super Bowl.

The Hey!Nielsen Super Bowl panel is part of Nielsen Online's broader, integrated effort to track how engaged consumers are with the Super Bowl. In addition, Nielsen Online tracks Super Bowl-related activity in the following ways:

-- Real time analysis of messages and opinions expressed across nearly 70
million blogs, message boards, online communities, video sharing sites
and sport-enthusiast sites. Online Super Bowl buzz is analyzed by
volume, emotion, favorability, specific issue and penetration among
influential consumers (from the BuzzMetrics service).

-- Custom online surveys fielded before and after the Super Bowl to
determine the most anticipated advertisers and commercials, as well as
reactions to the actual 2008 Super Bowl advertisements.

-- Analysis of member Super Bowl reviews posted to Hey! Nielsen, Nielsen's
experimental social network.

About Hey!Nielsen

HeyNielsen.com invites users to rate blogs and key online sites in various entertainment categories. These rankings help set the context for the broader set of rankings and analytics from the site. Using data from real users, Hey! Nielsen generates a Hey! Nielsen score - a real-time indicator of a topic's impact, influence and value. As users submit feedback, the score is created from a number of factors, such as user response, blog buzz, and news coverage, as well as raw data from our sister sites Billboard.com, HollywoodReporter.com and BlogPulse.com. As of January 2008, HeyNielsen.com has more than 32,000 entertainment and pop culture savvy members.

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 that 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit, www.nielsen.com

Source: The Nielsen Company

CONTACT: Gary Holmes of The Nielsen Company, +1-646-654-8975

Web site:

http://www.nielsen.com/
http://www.heynielsen.com/

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