An interesting post by Erick Schonfeld at TechCrunch details how
Nielsen has been “gushing” about Facebook since it partnered with the
giant social network on a service called BrandLift, which is designed to help advertisers measure the effectiveness of their ad campaigns on the site.
One report Nielsen issued after it teamed up with Facebook highlights
just how much time consumers are spending on social networks, and
Facebook in particular. Another provided data showing that affluent
consumers are more likely to be using it than MySpace. The
obvious question: is Nielsen presenting objective data to advertisers or
is it overhyping its newest partner?