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NBC's Samberg: Still King of YouTube

Network Turns Blind Eye as Video Racks Up Views

By Published on . 1

NEW YORK (AdAge.com) -- NBC is supposed to give all its hit "Saturday Night Live" clips to its online joint venture, Hulu, not YouTube, right? Well, not always, apparently. Andy Samberg's "Jizz in My Pants" has racked up 6.7 million views on YouTube, and is the most-watched video of the past month.

Andy Samberg's production company, The Lonely Island, uploaded 'Jizz in My Pants' to YouTube, where it has racked up 6.7 million views.
Andy Samberg's production company, The Lonely Island, uploaded 'Jizz in My Pants' to YouTube, where it has racked up 6.7 million views. Credit: NBC
NBC has a tortured relationship with YouTube, and takes a hard line toward enforcing copyright. The video's presence on YouTube likely has something to do with the fact that the song is the first single from Universal Music Group's upcoming release, "Incredibad," and the label has some interest in building an audience for it. The video was uploaded by Samberg's production company, The Lonely Island.

NBC is trying to make a buck from the short on its own site via advertising from Nissan and Wrigley's, where the video is receiving far fewer views (561,000). NBC also gets 70%-80% of the ad revenue from sales on Hulu.com, which doesn't disclose views but is running the video with an Absolute Vodka ad.

Not the only one
Adrants noticed last week that the NSFW video was running awkwardly on Hulu with an ad for Big Brothers/Big Sisters.

It's not the only NBC Digital Short on YouTube: "Dick in a Box" is also available through Hulu's promotional channel. The video has received another 111,000 views on FunnyOrDie and is available on iTunes.

Other exceptions
But isn't Hulu.com supposed to have exclusive third-party distribution rights for NBC content? Yes, but NBC does make exceptions, as in the case of a video promoting the series "Chuck."

And if YouTube is part of the marketing for "Incredibad," it's working. According to demographic data from TubeMogul, 64% of the viewers of the "Jizz in My Pants" video on YouTube are between 15 and 24, and 72% are male.

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