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According to their press release:
Every week, the Ad Age Viral Video Chart presents the top 10 most-viewed brand-driven videos on the web with one major caveat: There are no movie or video-game trailers included in the findings. Why? Well, it’s not really a fair fight. Put it this way: Old Spice guy Isaiah Mustafa — even with all his talent and outstanding physique — would barely have a chance.
Movie and video-game trailers are very different in the way they’re shared on the web. For one, both game and movie trailers are snippets of the franchises themselves, such as “Harry Potter” and “Call of Duty,” familiar content that’s more readily shared, so it’s inherently easier for those kind of ads to rise to the top. Plus, movie and gaming marketers out-spend brand marketers exponentially in the weeks and days leading up to their releases, so the number of paid impressions far outweighs any organic view of a viral commercial.
So what would the viral chart look like if we included movies and video games? We asked Visible Measures to help us find out, by including the entertainment category in the numbers, and the results were a bit staggering. Without movies or video games, Visible Measures’ top 10 Viral Video Ads would have only amassed a combined view count of 320 million views for the year. But with them, the total view count tops more than 1.1 billion views. The only “social ad” to make the top 10 was Old Spice’s “Responses” campaign — and that’s just barely there, at No. 10. The rest of the chart is dominated by seven movies and two video games, led by the trailer for “The Twilight Saga: Eclipse.”
So when it comes to viral ads, even Isaiah Mustafa is no match for Edward Cullen — “Eclipse” scored more than triple the views of Old Spice’s aggregate campaign in July, 220.19 million vs. 68.74 million, respectively.
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