Saturday, December 15, 2007

Nielsen: Super Bowl Buzz

"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.”

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