Big Business
January 30th, 2008 by Thomas
Research company Nielsen will launch the world’s largest focus group during the US Superbowl on Sunday. It expects thousands of online viewers to rate the TV commercials that are shown during the game. The company is using its own social network, Hey! Nielsen, to gather the data which it will compare with comments and discussion points posted by other members. Karen Watson, senior vice president of communications is hoping it can “shine extra light on important emerging questions for advertisers”. She wants to know: “What do highly engaged consumers think? How do they react to advertising? To what extent do they tell others?” The scheme will rate commercials from one to four and then its data will be shared with the company’s clients. Internet TV could bridge online and traditional TV advertising - both media are using video clips and the internet could bring a more interactive element to marketers’ messages.
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