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Consumers Have High Super Bowl Expectations for Budweiser, Pepsi TV Ads, Intelliseek Finds; Survey Measuring Anticipated ``Buzz'' Puts Key Brands, Advertising Agencies on NoticeCINCINNATI --(Business Wire)-- Jan. 18, 2005 -- Consumers bring extraordinarily high expectations about the quality of the television ads they expect to see from major brands and advertising agencies during the Feb. 6, 2005 Super Bowl, according to an Intelliseek survey. And they have particularly high expectations for Budweiser and Pepsi ads, based on consumer recall of previous Super Bowl commercials. Preliminary consumer research by buzz analytics and measurements firm Intelliseek, finds that nearly 45% of online consumers expect Budweiser to have the best Super Bowl ads, followed by Pepsi (17%), while McDonald's, Viagra and Visa received fewer than 5% of the votes. Intelliseek surveyed more than 1,000 online consumers in early January. Even among self-proclaimed "bloggers," consumers who use Internet blog-publishing tools to spread their influence and opinion, Budweiser took the top spot. Likewise, women were as bullish as men in choosing Budweiser as most likely to have the best ads. "High expectations are a double-edged sword," explained Pete Blackshaw, Intelliseek's chief marketing and customer satisfaction officer. "On one hand, brands like Budweiser bring a legacy of breakthrough, entertaining, and highly memorable Super Bowl ads. But high expectations are not easy to meet, and consumer buzz, based on those expectations, can be both critical and positive as it spreads across the Internet." Intelliseek recently announced a Super Bowl Initiative to track blogs, message boards, online communities and sports enthusiast Web sites to determine whether the ads are sufficiently creative, memorable, and engaging to trigger online consumer-to-consumer discussion. The analysis will rank buzz by volume, emotion, appeal factors, and penetration among influential consumers. This year's advertisers are spending $2.4 million for 30-second spots. For clients, Intelliseek will also deploy a panel of active consumer bloggers to critique the ads and commercials during the game. Intelliseek manages BlogPulse (http://www.blogpulse.com), a blog portal that tracks and analyzes more than 3.5 million blogs a day. Intelliseek will pay attention to whether 2005 ad-related buzz is compromised by game-related events, such as Janet Jackson's 2004 breast-baring incident during the halftime show. Blackshaw noted that a number of consumers, when asked to recall specific 2004 commercials, mentioned "wardrobe malfunction." "If you believe that buzz-building translates into free media, advertisers clearly lost out last year," Blackshaw said. For information about the Super Bowl initiative, visit http://www.intelliseek.com/superbowl.asp. 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. The firm maintains headquarters in Cincinnati with offices in New York, California and Washington D.C., and an Applied Research Center in Pittsburgh. |
