“Buzz-monitoring” firm and the company behind the popular Blogpulse tracking service Intelliseek has annonuced that it will again be monitoring blog buzz in relation to Super Bowl ads in February 2006.
“Quantitative analysis of online word-of-mouth behavior is an excellent way to audit the effectiveness of offline advertising, including television ads,” said Pete Blackshaw, Intelliseek’s chief marketing and client satisfaction officer. “In theory, Super Bowl ads are designed to engage and provoke conversations, but do they? In 2005, we found that some ads had great traction and others fell short, especially on brand recall or celebrity recognition.”
Intelliseek’s Super Bowl program will include real-time analysis of messages and opinions expressed in millions of blogs, message boards, online communities and sports enthusiast sites to determine whether the ads are sufficiently creative, memorable, and engaging to trigger consumer discussion. The analysis ranks buzz by volume, emotion, appeal factors, and penetration among influential consumers.
Intelliseek will also again be deploying a panel of consumer bloggers to critique the ads and commercials during the game. Their commentary will be accessible to participating clients.