Marketers Can Buy Blog “Buzz,” Nielsen Reports

Marketing strategies that separate advertising and paid media from pure word-of-mouth tactics can be severely misguided, according to a just-completed study by The Nielsen Company, which found that high blog interest, or buzz, around new product launches is tightly linked to paid media spending.

After analyzing blog buzz volume, ad spending, purchase intentions and actual product sales, Nielsen found the best predictor of buzz for newly launched consumer-packaged goods (CPG) is a large advertising budget. The collaborative study was led by researchers from two Nielsen services – Nielsen BuzzMetrics and BASES.

The news release contains two charts:
+ Advertising Spend Around CPG Product Launches
Segmented By Products With Highest Blog Buzz Volume

and

+ Distribution Of Total CPG Blog Buzz

Direct to Full Text Report: “The Origin & Impact of CPG New Product Buzz”
Free, registration required.
Source: Nielsen BuzzMetrics

See Also: Nielsen BuzzMetrics Also Offers the (Free) BlogPulse Weblog/Feed Database and Intelligence Service

This entry was posted on Tuesday, July 17th, 2007 and is filed under Business and Economics, Information Literacy, Search Tools, Source File. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.