CINCINNATI, Ohio (Jan. 10, 2005) -- Leading buzz-monitoring and marketing intelligence firm Intelliseek Inc. today announced a Super Bowl initiative to help advertisers measure consumers' word-of-mouth behavior and opinions about the multi-million-dollar television ads that will air during the Feb. 6 championship game.

Will veteran advertisers Budweiser, Frito-Lay and Ford triumph, or will newcomers GoDaddy.com, Volvo, Ciba Vision and CareerBuilder.com steal the show?

Intelliseek's 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 will rank buzz by volume, emotion, appeal factors, and penetration among influential consumers

Intelliseek will also deploy a panel of active consumer bloggers to critique the ads and commercials during the game. Their commentary will be accessible only to the firm's participating clients. Intelliseek manages BlogPulse (http://www.blogpulse.com), a blog portal that tracks and analyzes more than 3.5 million blogs a day.

Measuring the "water cooler" effect
"Marketers consistently rely on 'water-cooler' effect, which until now couldn't be reliably measured, to justify huge budgets on Super Bowl ads," said CMO Pete Blackshaw. "Intelliseek will audit these ads to see whether they are generating incremental buzz, and we'll carefully monitor whether game-related events or incidents help or hurt advertisers' perceptions among consumers."

Intelliseek's 2004 Super Bowl analysis, for example, found that Janet Jackson's half-time show "wardrobe malfunction" received more post-game traction than the ads themselves, while the 2003 Reebok "Terry Tate: Office Linebacker" ad triggered continued buzz among consumers who watched and shared the video online for days and weeks after the game.

Upcoming webinar
For information about the Super Bowl initiative, call 513-618-6700. Intelliseek also will offer a free Jan. 18 webinar on Super Bowl Buzz. Register at http://www.feedbackasp.com/webinarsignup.

About Intelliseek
Intelliseek provides technology and services to help marketers promote and protect brands through real-time monitoring and analysis of Consumer-Generated Media (CGM), as expressed through online boards, forums, communities, blogs, search engine results, and direct company feedback. Its BrandPulse solution(TM) has been widely recognized by leading analysts and is used by leading companies, including Ford, Bank of America, Sony and Toyota and others. Intelliseek is based in Cincinnati.

Press Contact: Sandra Parrelli; Sandra.Parrelli@nielsen.com; 646-654-7772

Sales Inquiries: sales@buzzmetrics.com; 1.877.999.7335

About Nielsen Online:

Nielsen Online, a service of The Nielsen Company, delivers comprehensive, independent measurement and analysis of online audiences, advertising, video, consumer-generated media, word of mouth, commerce and consumer behavior, and includes products previously marketed under the Nielsen//NetRatings and Nielsen BuzzMetrics brands. With high quality, technology-driven products and services, Nielsen Online enables clients to make informed business decisions regarding their Internet, digital and marketing strategies. For more information, please visit www.nielsen-online.com.

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