NEW YORK The Nielsen Co. will use its social networking platform HeyNielsen.com to assess the appeal of this year's batch of Super Bowl ads as they air during the game's telecast on Fox Feb. 3.
Nielsen (parent of Adweek) launched the Hey! Nielsen platform in September 2007 as a forum for pop culture enthusiasts to share their views with each other, Nielsen clients and decision makers in the entertainment industry.
The platform currently has 32,000 members.
After each commercial break throughout the Super Bowl, participants will be asked to rate each ad on a scale of 1 to 4 (most to least favorable, respectively). Panelists can also add commentary.
In addition to rankings, the results will also indicate how likely panelists are to use the advertisers' products and services in the future.
"The Hey! Nielsen Super Bowl panel is essentially an online focus group that will provide our clients with immediate gut-level reactions to the ads," said Nielsen svp, communications Karen Watson, in a statement. Full results from the panel will be shared with Nielsen clients following the game.
Other Nielsen units will also monitor viewer response to the Super Bowl, including Nielsen BuzzMetrics, which will analyze in real time nearly 70 million blogs, message boards, online communities, video-sharing sites and sports enthusiast forums.