With ‘Little Vader,’ Eminem, Super Bowl Ads Reach 230 Million Web Views

Marketers need to include post-event web impressions and social media buzz when calculating the ROI or brand value of their advertising…

Two Weeks After the Game, Interest and Views Remain High

By: Michael LearmonthBio
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Published: February 24, 2011
Super Bowl spots continue to rake in big numbers on the Viral Video Chart, two weeks after the game. Volkswagen’s “The Force” racked up another 3.5 million views last week, bringing its total nearly 36 million since the video was posted the week before the Super Bowl.

Chrysler’s “Imported From Detroit” starring Eminem also held steady at No. 2 with 2.5 million, bringing its total to more than 11.7 million views, according to cumulative numbers from Visible Measures and YouTube. Super Bowl ads have been viewed a staggering 230 million times over the past 10 days. As we noted last week, that’s valuable media exposure that helps offset the $3 million cost of a Super Bowl spot.

Interestingly, Doritos’ 2011 “Crash the Super Bowl” revived interest in its 2010 campaign; both are on the chart this week. Also interesting: Chart stalwarts Evian and Old Spice’s “The Man Your Man Could Smell Like” pushed their way back onto the chart amid the Super Bowl madness. The Old Spice guy returned with a new spot, “Scent Vacation,” supported by a contest, the “I’m Back” video and two new videos that have spurred a handful of copy and derivative clips.

*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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