What's the yardstick
for measuring hyperbole?

This year Nielsen Online plans to release a series of syndicated and custom reports relating to the success of various Super Bowl campaigns.

The firm seeks to break down the return on investment — comprised mainly of buzz and related video activity — of certain Super Bowl ads, which currently average $2.7 million per spot.

According to its proposal, The $2.7 Million Question: What's the Full Return on a Super Bowl Ad? (pdf), Super Bowl ad success is based on seven program elements:

• Volume — How much conversion was generated before and after the placement?
• Comparisons — How did buzz compare against other Super Bowl ads?
• Key Issues — what aspect of the ad formed the most recurring theme of the buzz?
• Use of Spokesmen — Did use of them (if any) help or hurt?
• External Influences — did other digital marketing tactics surrounding the ads contribute to the buzz?
• Brand Sites — Do they contribute to the buzz?
• UGC Promotions/Contests — Do these impact levels of buzz?

Nielsen Online's 2008 findings will include video data, survey results and detailed analysis of user reviews from Hey! Nielsen, its social network. The analytics firm also launched a Super Bowl blog, dubbed The Road to the Big Game.

One yardstick from last year is the Nationwide Super Bowl ad featuring Kevin Federline. Nielsen found his presence, the surrounding web strategy, as well as pre-release of the ad helped contribute to Nationwide's success in generating coveted buzz.

To leap early onto Nielsen's hype train, those inclined may register for a webinar on the "talk value" of Super Bowl advertising, which takes place January 3rd.