Friday, November 03, 2006

Have We All Gone Crazy?

The most viewed video on YouTube today is a clip of John Kerry's comment about getting stuck in Iraq. It has been viewed 515,725 times.

That's not bad.

But what if you're not the most interesting thing happening in the world today?

What if you're - God forbid - outside the top 3?

The number 10 video is called "Marilyn Monroe on NCIS" and has 39, 218 views.

You will get more viewers playing out a TV commercial in the far north of Scotland in the middle of the night.


Anonymous said...

Is Scamp writing every subject line as a question on purpose?

Scamp said...

you're right it's a bad habit, isn't it?

Anonymous said...

It's the blogging equivalent of Australian Upward Inflection.

Er, not that there's anything wrong with that.

Willoughby said...

I would like to offer the following in favour of the on-line view versus a recorded TV view.

An on-line view is something that is actively selected by the viewer as something they want to watch. They are highly likely to watch it with all their attention, and will probably welcome its message (because they chose to watch it).

A TV ad view is mearly a record of a TV being switched to that channel at any one time. It does not account for people away from the TV making the tea etc, or just not paying attention talking to eachother etc, or those turning the sound down (what my dad does). It also doesn't account for the sceptism or even hostility with which most of our lovely adverts are recieved, making a message that much more difficult to cut through.

Here endeth the lesson.

Scamp said...

Well, Willoughby, my friend, I don't want to come across as anti-progressive here - I'm partly just playing devil's advocate.

But consider this.

Suppose you own a brand.

You can spend £50K and buy a spot in Coronation Street. 10 million people will see it. Guaranteed. Even if it's the worst ad ever.

(Okay let's say 8 million, to allow for people who are asleep, talking, drunk etc)

Or you can put the ad up on YouTube. Admittedly, this costs nothing. But you have to be the tenth-best piece of film in the whole world that day to get a paltry 39,000 views.

Even if you're the BEST piece of film in the whole world you still only get 500,000 views compared to 8 million.

And best news of all for 'old' media, those 8 million views are guaranteed.

The YouTube views aren't. You could spend £50K shooting an ad and get not even one lousy eyeball.