While Kevin Federline's inaugural CD sputtered in music sales, his recent reincarnation as Super Bowl ad pitchman is all the rage in pre-game advertising buzz, according to online word-of-mouth measurement firm Nielsen BuzzMetrics.

 

Among total blog posts related to 2007 Super Bowl advertising, Federline - also known as "K-Fed" - is leading the discussion thanks to his recently announced role as pitchman for Nationwide Insurance. In the seven-day period ending January 21, 2007, K-Fed buzz around Super Bowl advertising represented 26% of all blog conversations related to Super Bowl advertising, and fully 49% on January 17. 

 

"Sometimes the counter-intuitive or 'campy' choice of spokesperson yields the highest pre-game buzz dividend," said Pete Blackshaw, Chief Marketing Officer of Nielsen BuzzMetrics. "Nationwide saw a similar lift last year with the use of retro-star MC Hammer, and this helped them take a higher share of mindshare leading to the game."

 

Other top issues being discussed prior to the game include buzz around the "user-generated ad" contests by several advertisers, and a marriage proposal that is scheduled to take place during one of the ads. As in past years, total blog buzz around the Super Bowl is expected to continue building and peak the day after the game.

 

Nielsen BuzzMetrics Super Bowl Syndicated Report

 

Do Super Bowl advertisers benefit from an "echo effect" of online buzz? If not, are they getting their full money's worth against nearly $2.5 million per 30-second advertisement?  What if the buzz is negative or hostile? For the fourth year running, Nielsen BuzzMetrics will answer these important questions for major brand marketers investing millions of media dollars on the world's largest advertising stage.  Findings will be available through syndicated and custom overnight reports.

 

Nielsen BuzzMetrics will audit brand buzz before, during and after the game, arming advertisers with comprehensive data and deep insight around commercial talk-value, stickiness, virality and even the popularity and appeal of the spokespersons and celebrities in the television advertising event.

 

Contact:

Max Kalehoff, VP-Marketing, Nielsen BuzzMetrics; max.kalehoff@buzzmetrics.com; (646) 654-7769

 

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.