[January 10, 2005] Intelliseek to Monitor Consumer ``Buzz'' About 2005 Super Bowl Ads; Program Will Include First-Ever, Real-Time Panel of Bloggers as Critics Tweet CINCINNATI --(Business Wire)-- 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. [ Back To TMCnet.com's Homepage ]