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The Top 10 Ads and Earned Media for Super Bowl 2011
Tuesday, February 22, 2011
Editor’s Note: Brian Shin is the CEO and founder of
Visible Measures
, a firm that measures and reports on the universe of online video performance for advertisers and publishers and publishes the weekly Viral Video Chart with Advertising Age.
Visible Measures is working with YouTube this year to understand the social video performance of
Super Bowl ads
across 200+ video sites, including YouTube. What is social video? Social video means that people are not just watching but engaging with video by sharing, copying or re-posting, commenting or rating, and much more. And that activity can lead to what we call “earned media” for an advertiser - essentially additional video views driven by word-of-mouth.
In just 10 days, ads aired during this year’s Super Bowl generated 230M views -- more than all previous Super Bowl ad views combined. We project that 2011 views will eclipse the total combined view counts for the Super Bowl ads from 2009 (99 million views) and 2010 (150 million views).
As you might imagine, the data for the entire flight of the 2011 Super Bowl ads continues to grow and evolve. But we can provide an early snapshot of the overall ad performance and trends to see who came out on top.
Read initial results at
our blog
where we look at:
What drives video views and what best practices can an advertiser adopt?
What does it take to earn a Top 10 spot and how has that changed over the years?
Which is growing faster: online or broadcast viewership?
Who came out on top: auto or CPG?
We’ll continue to watch the online battle and report back in a few weeks. In our experience, 50% of earned media typically occurs after the first week of the campaign -- now, essentially -- and of course, video views aren’t the whole story. We’ll have a sense of which videos have been more engaging over time and which ones rate more positive in sentiment analysis. Stay tuned!
In the meantime, to see more in-depth results and understand what other dynamics we continue to monitor, please visit
our blog
.
Posted by Serena Satyasai, Marketing Manager, YouTube
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