The level of ‘buzz’ around a product on the blogosphere is directly related to the amount of advertising that accompanies its launch, according to a study by Nielsen Buzzmetrics and BASES.
The study (pdf) looked at 80 products in various categories that were launched in the US between 2005 and 2006. It found that the 10% with the most buzz had average marketing budgets of around $20m.
By comparison, the products that generated the next 40% spent an average of $15m, while the bottom 50% spent an average of $5m.
The study also found that a small group of products generated a disproportionately high volume of buzz, such as the iPhone. It found that 10% of new consumer products generated 85% of blog buzz.
The report’s conclusion is basically that marketers should spend a sizeable amount of cash when promoting their product.
We’re not entirely sure that this stacks up, but it is proof that raising brand awareness across channels (such as web, print, TV) affects bloggers as well as consumers.
But is ‘buzz’ a simple byproduct of big budget advertising campaigns? We don’t think so… there are certainly plenty of exceptions to the rule.
Nielsen/NetRatings drops page views metric