Nielsen to Measure Consumer Feedback During Super Bowl

NEW YORK, January 28: The
Nielsen Company announced it will measure U.S. consumer preferences of the 2008
Super Bowl ads in real time from its first online social-networking platform,
HeyNielsen.com.

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.

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 through real-time analysis of messages and opinions
expressed across nearly 70 million blogs, message boards, online communities,
video sharing sites and sport-enthusiast sites; 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; and analysis of member Super Bowl reviews posted to Hey!
Nielsen.

Karen Watson, Nielsen’s
senior VP of communications and executive sponsor of Hey! Nielsen, commented:
"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? 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."

—By Irene Lew