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BizReport : Blogs & Content archives : February 05, 2008

Super Bowl ads 'blog buzz' measured

Just about every ad metric available was deployed for the Super Bowl, even bloggers and the buzz they created didn’t escape measurement.

by Helen Leggatt

collective%20intellect%20logo.jpgThe buzz around Super Bowl ads, created by blogs, was measured by social media trackers Collective Intellect (CI).

By following blogs and associated conversations, both during and after the Super Bowl, CI was able to track share of voice and Internet user sentiment.

In terms of share of voice, Pepsi came out on top with 22 percent, followed by Bud with 21 percent and Audi with 14 percent.

Ice Breakers’ ad starring Carmen Elektra failed to excite and created the most negative sentiment. Meanwhile, e-Trade’s baby ads were a hit, creating the most positive sentiment among viewers with 80 percent.

According to their recent blog entry, "Collective Intellect, like Cymfony, has been tracking Super Bowl advertising online for the past two to three months. And similar to Nielson Online, CI monitors online sources, placing more emphasis on blogs and message boards in online monitoring of companies, brands and themes."

CI's report can be viewed online here.

Tags: ad metrics, blog, buzz, share of voice

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