Free Research Through Video Sharing

   It is no secret that Super Bowl advertising is a national event. It can be argued that almost as many people tune in for the commercials as the actual game. Much to the delight of advertisers, Super Bowl commercials can now be viewed again and again on video sharing sites like YouTube. People are sharing these videos with their friends and even ranking their favorite commercials. Every time one of these commercials is viewed represents a brand contact point. This in itself is very valuable to advertisers. However, the video sharing phenomenon has value far beyond mere brand contact. The real value of commercials on the internet (especially in regards to Super Bowl commercials) are the comments and discussions that surround these videos. Advertising agencies pay good money for research on advertising effectiveness. What the internet provides is a platform for the consumer to voice their opinion, with out any cost to the advertiser. Each Super Bowl commercial on YouTube alone has dozens if not hundreds of comments on it. While some are positive and some are scathing, each comment represents an insight into the consumer's perception of an ad and its effectiveness. What is more, all of these discussions are available to anyone who wants to see them. Message boards, blogs, and video discussions are not straight forward research, but they do offer invaluable insight into the consumer mind.