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BizReport : Advertising archives : February 18, 2010


Visible Measures releases Super Bowl social video viewing study

Visible Measures, a viral video tracking and measurement firm, has just released preliminary results of its Super Bowl Ads Study and found Doritos to be the most-viewed brand in social video.

by Helen Leggatt

Visible Measures analyzed how many times this year's Super Bowl ads were watched on social video websites such as YouTube, as well as how many comments were attached to each video. In total, socially-driven video placements accounted for 18 million views in total, over 20% of the study views.

"After the big game finished this year, audiences flocked to the Web to watch and re-watch their favorite ads," said Visible Measures' CEO, Brian Shin.

Doritos' "House Rules" ad became the most-watched TV commercial ever and took the top spot. Although just a fraction of the 116 million people who saw it live, the 9.16 million online views set it leaps and bounds ahead of the other ads. Visible Measures tracked almost 10,000 comments resulting from that video.

Other interesting facts from Visible Measures' preliminary study include:

- In total, the 2010 Super Bowl ads have been viewed over 90 million times in social video.

- The ads have spread nearly 3,000 total unique video placements across more than 30 video-sharing networks and have generated more than 60,000 comments and 90,000 ratings.

- Socially-driven video placements accounted for over 18 million views in total, over 20% of the study views.

This week, Visible Measures launched "Trends", a web-based app that will show the weekly trending online videos around the Internet. This new product will give agencies and brand advertisers deeper insight in to the effectiveness of their online video campaigns.






Tags: brand advertising, online video, social video, video advertising








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