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Visible Measures Announces 2010 Super Bowl Ads Study Results, Doritos Most-Viewed Brand in Social Video

February 17, 2010

BOSTON, Feb. 17 /PRNewswire/ — Visible Measures, the independent third-party measurement firm for Internet video publishers, advertisers, and viral marketers, today released the preliminary results of its 2010 Super Bowl Ads Study. The study measured the online video performance of the entire flight of the 2010 Super Bowl ads across more than 200 video-sharing destinations, compiling results based on Visible Measures’ unique True Reach(TM) methodology. Complete results of the study are immediately available in Trends, the company’s newly released online video performance benchmarking application (see corresponding press release).

“After the big game finished this year, audiences flocked to the Web to watch and re-watch their favorite ads,” said Visible Measures founder and CEO Brian Shin. “The online video audience votes with its mouse, and our 2010 Super Bowl Ads Study is the most comprehensive and direct measure of audience interest in these advertisements. We’re incredibly excited that advertisers and agencies will be able to compare the complete results from the game in our new Trends application.”

The preliminary study results reflect social video viewing performance measured from Sunday, February 7, 2010 through Sunday, February 14, 2010 and includes data from both brand-driven and community-driven video placements. Highlights include:

  • In aggregate, the 2010 Super Bowl ads have been viewed 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.
  • Consumer packaged goods brand Doritos, which ran four user-produced ads during the 2010 Super Bowl broadcast, had the #1, #9, #10, and #15 most-viewed ads in social video. Taken together, these ads have been viewed over 16 million times – or 18% of all social video views in the study.
  • Two of the more controversial campaigns attracted high commenting activity, with Audi’s Green Police ad ranking second in terms of total comments while the much-debated Focus on the Family spot was fourth.
  • Socially-driven video placements accounted for over 18 million views in total, over 20% of the study views.

The current top 20 Super Bowl 2010 ads, as ranked by aggregate social video viewing activity, are as follows:


          2010 Super Bowl Top 20 Performing Ads from in Social Video

                                                         True
    Current                                            Reach(TM)     Total
      Rank      Brand                 Ad                (views)     Comments
    -------     -----                ---               ---------    --------
       1     Doritos             House Rules           9,160,000       9,772
      ---    -------             -----------           ---------       -----
       2     Snickers            Pick Up Game          3,530,000       2,062
      ---    --------            ------------          ---------       -----
       3     Motorola            Megan Fox             3,330,000       3,387
      ---    --------            ---------             ---------       -----
       4     CBS                 The Late Show         3,191,000       2,160
      ---    ---                 -------------         ---------       -----
       5     Google              Parisian Love         3,090,000       4,162
      ---    ------              -------------         ---------       -----
             Focus on the
       6     Family              Tim Tebow             2,950,000       5,483
      ---    -------------       ---------             ---------       -----
       7     Audi                Green Car             2,910,000       7,589
      ---    ----                ---------             ---------       -----
       8     Careerbuilder.com   Casual Friday         2,820,000         140
      ---    -----------------   -------------         ---------         ---
       9     Doritos             Underdog              2,510,000       1,125
      ---    -------             --------              ---------       -----
                                 Snack Attack
       10    Doritos             Samurai               2,470,000       1,872
      ---    -------             -------------         ---------       -----
                                 The Journey To
       11    Dove                Comfort               2,340,000         172
      ---    ----                 --------------       ---------         ---
       12    E*TRADE             Girlfriend            2,140,000         721
      ---    -------             ----------            ---------         ---
       13    Bridgestone         Whale Of A Tale       2,060,000         182
      ---    -----------         ---------------       ---------         ---
       14    Dodge               Man's Last Stand      2,010,000       1,754
      ---    -----               ----------------      ---------       -----
       15    Doritos             Casket                1,900,000         839
      ---    -------             ------                ---------         ---
       16    Coca-Cola           Hard Times            1,850,000         839
      ---    ---------           ----------            ---------         ---
       17    Electronic Arts     Go to Hell            1,840,000       5,844
      ---    ---------------     ----------            ---------       -----
       18    Cars.com            Timothy Richman       1,830,000         420
      ---    --------            ---------------       ---------         ---
       19    Hyundai             Ten Years Strong      1,800,000         931
      ---    -------             ----------------      ---------         ---
       20    Dockers             Men Without Pants     1,650,000         121
      ---    -------             -----------------     ---------         ---

Data collection for the Visible Measures 2010 Super Bowl Ad Study will continue for several more weeks. Advertisers and agencies interested in monitoring the results and comparing campaign performance can immediately access the complete study results, which includes coverage of every national advertisement that ran during this year’s Super Bowl, in Trends, Visible Measures’ new online video performance benchmarking application. For more information on Trends and how to access the 2010 Super Bowl Ad Study results, please visit www.visiblemeasures.com/trends .

About Visible Measures

Visible Measures is the independent third-party measurement firm for Internet video publishers, advertisers, and viral marketers. The company’s patented approach has been designed from the ground up to meet the unique challenges of measuring Internet video reach and engagement. Visible Measures provides its customers and partners with unprecedented visibility into their online video audiences and how they engage with both content assets and advertising placements. Visible Measures is a member of the Interactive Advertising Bureau’s (IAB) Digital Video Committee and the Advertising Research Foundation (ARF). To learn more about Visible Measures and explore its industry-wide data for viral video ads, online film trailers, webisodes, automotive, and more, please visit http://www.visiblemeasures.com.


    Contact:
    Visible Measures
    Matt Fiorentino
    617-482-0222
    mfiorentino@visiblemeasures.com

SOURCE Visible Measures


Source: newswire



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