NEW YORK, Nov. 30, 2005 -- BuzzMetrics, the leader in online word-of-mouth research and planning, today launched the first syndicated service to tap into the massive pool of unaided television discussion occurring on blogs, message boards and other social media.

The new TV*BuzzMetrics ratings will help television executives and advertisers by delivering ongoing qualitative insights that help explain key drivers of viewer engagement, and understand potential value of new programs. BuzzMetrics is a business affiliate of VNU, owner of such renowned research brands as ACNielsen and Nielsen Media Research.

"Fueled by the rise of interactive media and consumer-powered consumption, industry leaders and trade groups such as the ANA, ARF and AAAA have announced a steadfast need to adopt the notion of consumer engagement in the measurement mix," said Jonathan Carson, president and CEO, BuzzMetrics. "By tapping into the passionate communities and commentary naturally occurring around television programming, we can reveal the DNA that binds programming and viewers, and move closer to understanding the drivers of engagement."

"Viewer feedback that might not normally surface from traditional television-programming research often does show up on Internet message boards and other consumer-generated media," said David F. Poltrack, executive vice president, research and planning, CBS. "BuzzMetrics has the potential to gather in real-time this unaided viewer sentiment and provide our producers with timely insights on viewer feedback. This has significant potential to positively impact the creative development of ongoing series and other programming decisions."

"TV*BuzzMetrics is an important innovation to help our clients understand the evolving television landscape," said Ron Schneier, general manager, Nielsen Ventures, and an executive advisor to BuzzMetrics. "This service will help our clients gain greater qualitative insights on both consumer engagement and sentiment on television programs.  Additionally, this service will provide a deeper understanding of how early technology adopters are responding to new forms of distribution, including the video iPod, and content delivered via mobile devices."

Initiative Media has signed on as the charter agency client for TV*BuzzMetrics, and will base its proprietary PropheSEE buzz research product on the TV*BuzzMetrics ratings moving forward.

"Initiative is proud to have led the industry in focusing on the importance of contextual relevance in consumer marketing from engagement metrics (Esomar 2002) to proprietary buzz monitoring," said Stacey Lynn Koerner, executive vice president, director of global research integration, Initiative.  "TV*BuzzMetrics is the right step forward in a scalable product to bring entertainment and advertising professionals together to create more resonant experiences for viewers. That’s a win-win all around."

"What consumers talk about, good or bad, is a leading indicator of what is actually being communicated," said Erwin Ephron, founder and partner of Ephron, Papazian & Ephron. "It's foolish to ignore it when the data are available."

TV*BuzzMetrics Pilot
The TV*BuzzMetrics Pilot version tracks buzz on the top 30 new primetime network programs announced in May 2005, and will be delivered monthly from November 2005 through June 2006. The report features the new TV Buzz Rating, which accounts for buzz levels and sentiment to arrive at a directional index of engagement. Other key metrics include: standalone buzz levels trended over time; viewer sentiment; program involvement rankings; breakouts by network and genre; qualitative themes on factors driving buzz; and brand and topic associations. Feedback from clients and a special TV*BuzzMetrics Industry Advisory Group will be incorporated into the full product release in May 2006.

Preliminary TV*BuzzMetrics Findings
According to October 2005 consumer discussions within online television-enthusiast communities:

• Three of the top five primetime programs according to total buzz levels are from NBC, including "My Name is Earl," "Martha Stewart’s Apprentice" and "Surface."
• Launch-week buzz (beginning August 29, 2005) for Fox’s "Prison Break" was more than 50 percent higher than any other new program launch. The show ranked second according to total October buzz levels, despite a three-week hiatus for the Major League Baseball playoffs.
• NBC’s "My Name is Earl" and CBS’s "How I Met Your Mother" rank first and second, respectively, according to their composition of positive buzz. Among total discussions about those shows, 56 and 54 percent, respectively, were positive. That compares to the average 37 percent for the 15 new programs with the highest composition of positive buzz.
• Viewers often associate shows on the same network with each other. For example, when enthusiasts discuss Fox’s "Prison Break," other shows most highly linked in natural conversation are other Fox shows, including "24," "Bones," "House," "Reunion," "Killer Instinct" and "Kitchen Confidential."

 Top 10 New Television Programs
*Ranked By TV Buzz Rating Engagement Index/October Ranking
 Show/Value
1. My Name Is Earl; 10.496
2. Prison Break; 8.323
3. Surface; 7.202
4. Supernatural; 7.145
5. The Apprentice (MS); 5.79
6. How I Met Your Mother, 5.248
7. Invasion; 4.980
8. The Night Stalker; 4.470
9. Commander In Chief; 3.835
10. Out Of Practice; 3.528
* Ranking is determined by computing average importance scores for each variable then determining weighted average (buzz levels = 50%, positive sentiment = 25%, negative sentiment =25%) across each show to create an index value.

BuzzMetrics At DEMXPO & NATPE
BuzzMetrics will be featured today at the Digital Entertainment & Media Expo’s Buzz Marketing discussion in Los Angeles. BuzzMetrics also will be at the National Association of Television Program Executives’ (NATPE) Conference & Exposition in Las Vegas, January 24 through January 26, 2006.

Press Contact: Sandra Parrelli; Sandra.Parrelli@nielsen.com; 646-654-7772

Sales Inquiries: sales@buzzmetrics.com; 1.877.999.7335

About Nielsen Online:

Nielsen Online, a service of The Nielsen Company, delivers comprehensive, independent measurement and analysis of online audiences, advertising, video, consumer-generated media, word of mouth, commerce and consumer behavior, and includes products previously marketed under the Nielsen//NetRatings and Nielsen BuzzMetrics brands. With high quality, technology-driven products and services, Nielsen Online enables clients to make informed business decisions regarding their Internet, digital and marketing strategies. For more information, please visit www.nielsen-online.com.

About The Nielsen Company:

The Nielsen Company is a global information and media company with leading market positions in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics), trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit, www.nielsen.com.