NEW YORK (Ad Age.com) -- As they pulled the data, the folks at Visible Measures noticed total views of the top 10 videos on the chart dropped 34% this week. Perplexing? Indeed.
Searching for a reason for the drop, they considered the "Susan Boyle effect" -- could her 64 million views last week have commanded so much time and attention that people had little left for watching commercial videos? (Quick, somebody sponsor that woman!) Could it have been the nice weather enveloping populous parts of the country, with more people spending time outside and away from a keyboard? Maybe it'sbecause there has been little movement in terms of new videos jumping to the top of the chart. Or perhaps there's a whole "long tail" of popular videos collectively racking up major views but individually not snaring enough to register among the top 10.
What do you think?
New to the chart this week are spots from the Cleveland Cavaliers, Philips and Samsung. Be sure to watch the Samsung spot in high def, advises Visible Measures' Matt Cutler, to catch all of the subtle but important details.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||1||T-Mobile||T-Mobile Dance||Saatchi & Saatchi, MediaCom||610,077||-19%|
|2||2||Samsung||Extreme Sheep LED Art||The Viral Factory||456,186||-36%|
|4||New||Cleveland Cavaliers||Playoff Proposal||Unknown||365,566||New to Chart|
|5||New||Philips||Carousel||Tribal DDB||325,720||New to Chart|
|6||Back on Chart||Durex||Get It On||Fitzgerald & Co., SuperFad||240,641||Back on Chart|
|7||3||Burger King||SpongeBob||Crispin Porter & Bogusky||229,426||-63%|
|8||7||Geico||It's the Gecko/ Numa Numa||The Martin Agency, Horizon Media||218,190||-46%|
|9||New||Samsung||YouTube HD Camera Trick Challenge||The Viral Factory||217,627||New to Chart|
|10||5||Head||Novak Djokovic Scores On and Off||Aimaq Rapp Stolle, Feed Company, 7th Chamber||207,331||-58%|
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 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.