NEW YORK (AdAge.com) -- Welcome to the Viral Video Chart, Super Bowl edition. The week after the big game, all ten slots were taken over by spots that aired during the Super Bowl, racking up 44.7 million combined views and shoving aside some durable online campaigns like Evian's "Roller Skating Babies," Microsoft's Xbox Project Natal and DC Shoes' "Gymkhana Two."
As we saw last week, Doritos and Anheuser-Busch won the pre-game run-up, but this week's list reflects what the data tells us were the most-watched, most-liked spots on TV. Consider: Four Doritos spots together had nearly 18 million views, or 40% of all the views on the list.
Overall, Doritos' "House Rules" was the most popular ad on the web after the Super Bowl, with 9.1 million views on its own, and nearly 10,000 comments on all sites, according to Visible Measures. That's compared to last week's No. 1 spot, which had 1.2 million. Interestingly, the next six spots -- E-Trade, Snickers, Motorola, Audi, Focus on the Family and Google -- were separated by just 500,000 views.
Audi's "Green Police" spot came in at No. 5 with 3 million views over the past week, but it was No. 2 in total comments, with 7, 589, meaning it gave viewers a topic to chew over. Similarly, Tim Tebow's Focus on the Family spot came in at No. 6, just behind Audi, and viewers found it almost as discussion-worthy, with 5,483 comments.
Which brings us to Google's "Parisian Love," darling of the blogosphere but unloved by USA Today and TiVo viewers. As expected, Google's first broadcast TV ad did pretty well on the web, coming in at No. 7 with nearly 3 million views. It had the fifth-most comments of any Super Bowl ad on the web, 4,162 across more than 200 sites, meaning it inspired people to interact.
Do comments matter? Well, yes. According to Visible Measures, about 20% of all views of Super Bowl spots (18 million) were socially driven, meaning viewers distributing the video on their own through Facebook, blogs and links passed around via Twitter. Increasingly, advertisers aren't just trying to impress an audience, they need them to participate, too.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||4||Doritos||Casket||Goodby, Silverstein & Partners||17,835,579||2573%|
|3||New||Snickers||Pick Up Game||BBDO||3,406,423||New|
|5||New||Audi||Green Police||Venables Bell & Partners||3,097,270||New|
|6||New||Focus on the Family||Tebow||In-house||2,954,453||New|
|9||Back on Chart||Bridgestone||Your Tires? Or Your Life?||The Richards Group||2,564,757||Back on Chart|
|10||New||Hyundai||Think About It||Innocean Worldwide Americas; Initiative||2,498,072||New|
Source: Visible Measures
*The Visible Measures Top 10 Viral Video Ad Campaigns Chart focuses on brand-driven viral video ads that appear on online-video-sharing destinations. Each campaign is measured on a True Reach basis, which includes viewership of both brand-syndicated video clips and viewer-driven social video placements. The data are compiled using the Visible Measures Viral Reach Database, a constantly growing repository of analytic data on more than 100 million internet videos across more than 150 video-sharing destinations.
Note: This analysis does not include Visible Measures' paid-placement (i.e., overlays, pre-/mid-/post-roll) performance data or video views on private sites. This chart does not include movie trailers, video-game campaigns, TV show or media network promotions, or public service announcements. View-count results are incremental by week.
**Indicates percent change in views compared with the same period the week before.
To notify Visible Measures of an upcoming video ad campaign, or for an end-to-end assessment of your campaign's overall performance, please contact Visible Measures directly.
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