We're seeing more and more interest in mining the web, blogosphere, and other publications to track buzz about companies, products, people, etc. Most of the major weblog search tools (Waypath, Feedster, Technorati) as well as others like Blabble.com offer these types of services. Factiva even has plans to offer a corporate reputation monitor by using IBM's WebFountain technology.
A new article in the Cincinnati Business Courier: Intelliseek to watch superbowl 'buzz', you'll read about the Intelliseek's plans to offer (for paying customers) real-time analysis of what people have to say about Super Bowl commercials on blogs, chat rooms, and other sites. What gives an ad buzz? Volume, emotion, appeal factors, and penetration among influential consumers are some of the variables.
Intelliseek will also put together a panel of "consumer" bloggers to critque ads during the game.
BlogPulse, a free service from Intelliseek, uses their technology to track buzz and trends in the blogosphere.