Consumer packaged goods that get the most US blog buzz tend to have a lot of ad money promoting them, according to a study published jointly by Nielsen BuzzMetrics and Nielsen BASES.
The two Nielsen firms studied buzz volume in blogs, spending, purchase intent among consumers and actual sales. They found that among 80 consumer packaged goods brands launched in 2005 and 2006, the top 10% of products with the most buzz spent nearly $20 million in advertising.
That was four times the average $5 million in ad spending on products whose buzz was in the bottom 50%.
Just 10% of the brands studied accounted for 85% of total buzz generated.
Via eMarketer
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