Buzz Loses Some Sting

Nielsen Buzz Metrics is stripping some of the gloss from the fledgling field of Viral and Buzz Marketing. According to their latest findings, high blog interest, or buzz, around new product launches is tightly linked to paid media spending.

“Splintering media sources along with emerging consumer-generated media are challenging one-way, mass-media advertising models,” said Robert Mooth, vice president of product development, for BASES, and an author of the study. “However, our analysis shows that traditional mass media continue to play a critical role for most CPG brands.”

While it would be unwise to suggest that buzz can, or should, replace traditional media placement, Catherine P. Taylor notes that this news, in addition to the Duncan Watts stories (which we shared earlier today), are two nails in the coffin for Buzz Marketing. “Once there’s a third example out there about why viral marketing isn’t so powerful after all, let’s call buzz a wrap.” She adds that she’s kidding, but I’m not sure how funny this is for the legions of brands and their helpers who are investing in buzz.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Buzz is a good way to measure popularity of a product.. but there is a lot of hype created by some influencer’s and there has to be a way to tap into that market using those influencer’s.. if there is someone on you tube uploading 100 videos of the new Harry potter movie (clips etc..) what is wrong in partnering with those authors to promote your content ?? I think thats the best way to capitalize on Buzz instead of randomly harvesting blogs which is highly manipulated…
    Check out Scope service by divinity Metrics, they sample multiple platforms and also give you an insight on who is influencing your content.