NEW YORK, April 11, 2007 - Driven by a halo of cheering fans, cringing detractors and questions over voting integrity, public captivation over American Idol contestant Sanjaya Malakar is massive and reflected deeply in the blogosphere.

 

According to Nielsen BuzzMetrics, the global measurement standard in consumer-generated media, blog references to "Sanjaya Malakar" skyrocketed 338% the week ending April 8, 2007 versus week ending February 18, 2007, when he first reached critical mass. Sanjaya fever has reached such idyllic status that bloggers now refer to him primarily by his first name only, by a factor of three to one, with references to "Sanjaya" spiking 11-fold.

 

"Sanjaya has quickly become a pop-culture phenomenon and is significantly influencing the volume, tenor and tone of conversation around American Idol," said Pete Blackshaw, chief marketing officer, Nielsen BuzzMetrics. "Buzz analysis can help solve the riddle of viewer engagement and fan fanaticism, as well as explain broader sources of influence, like Howard Stern, Sanjaya's de facto campaign manager, in shaping and manipulating key outcomes, as well as VoteForTheWorst.com."

 

Contestants, Hairdos, Attributes Drive Sanjaya Mental Associations

 

To better understand public sentiment and mental associations around Sanjaya, Nielsen BuzzMetrics filtered blog buzz through its Brand Association Map (BAM). By applying advanced text-mining algorithms to all American Idol blog discussion between March 19 and 30, Nielsen BuzzMetrics plotted the most important language, attributes, issues and themes about Sanjaya. With the most closely associated language nearest to the center, where the keyword "Sanjaya" resides, the BAM revealed that:

• Sanjaya Malakar, one of the last remaining contestants, has few positive attributes.
•  Howard Stern and Vote for the Worst, were as closely associated to Sanjaya as American Idol, suggesting the two campaigns are supporting Sanjaya's notoriety.
•  Many bloggers agree that Sanjaya lacks talent and does not belong among the top contestants. Many fans think Sanjaya is making a "mockery" of the contest and believe it would be downright "wrong" if he won.
• Beauty care companies are receiving an unsolicited, free dividend in viewer engagement around "hair" - as Sanjaya's hairdo is among the most associated topics.

 

Most Influential Entertainment, Celebrity Blogs Glued To Sanjaya

While Sanjaya has lured the attention of millions, he's especially captured it from the more influential entertainment, television and celebrity gossip blogs. Reality TV Magazine, Rickey.org, cityrag and Defamer are among the most influential blogs covering Sanjaya, based on the volume of other blogs discussing Sanjaya, and linking in since January 1, 2007.

 

Sign Up For Free Seminar

To learn more about consumer-generated media, please sign up for Nielsen BuzzMetrics' CGM 101 Webinar: Intro To The Blogosphere, scheduled for Friday, April 20. To register and learn about additional educational resources, please visit http://www.nielsenbuzzmetrics.com/webinars.asp.

About Nielsen BuzzMetrics

The Nielsen BuzzMetrics service, marketed by BuzzMetrics, Inc., is the global standard in measuring consumer-generated media and word of mouth. Nielsen BuzzMetrics helps more than 100 leading global companies interpret and leverage the buzz surrounding them—clients like Canon, Comcast, Ford, General Motors, HBO, Kraft, Microsoft, Nokia, P&G, Sony, Target and Toyota, as well as the top 15 pharmaceutical concerns. Partners include the world's largest marketing-services firms, and innovative new-marketing agencies. The company has also collaborated with distinguished research organizations such as the Pew Internet and American Life Project. BuzzMetrics, Inc. is a subsidiary of The Nielsen Company, owner of such renowned research names as ACNielsen and Nielsen Media Research. For more information, visit www.nielsenbuzzmetrics.com.

- END -

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

Sales Inquiries: sales@buzzmetrics.com; 1.877.999.7335

 

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.