Youtube Views Are the Real MVP
Youtube Views Won?
Are Youtube views killing the Super Bowl? We’ve all met that person at the tailgate parties, the one who says they’re only here for the commercials. With all the options to get your fix of this strange American holiday online, it’s any wonder they show up at all.
The Superbowl clocked in 111 million views this year, a seven year low for the big game. However, up 17% from 2017, the commercials obtained 311 million youtube views, a third of that number was garnered organically. When you factor in the impressions for videos that aren’t seen to completion that number skyrockets to almost 800 million. So, Super Bowl advertisers paid reach online obtained more views than the game itself, almost 200 million views. Factor in the free advertising youtube provided and it’s clear that this game isn’t going into overtime.
The CPM for a 30-second spot during the big game this year was around $39, where the initial cost for the youtube campaigns averaged around $62. Don’t let this number deceive you however. Factor in the organic youtube views as well as the incomplete views that youtube doesn’t charge for and you’re looking at around $17 per million. Let’s not forget that these videos will continue to rack up views for months to come.
It’s Not a Rivalry Against Youtube Views
Does this all this spell the end of the Super bowl being the biggest day in adverting each year? No. It’s important to factor in that a lot of the organic youtube views come from the prestige of the big game itself. People expect the best these marketing minds can produce, they actively seek out, share and engage with these ads. Youtube just makes sense, why not capitalize on that momentum?
Facebook Won’t be Kept on the Sidelines.
It’s not just Youtube trying to get in on the action though. It seems Facebook made another valiant attempt to corner the internet. 25% of the commercial views happened on their platform this year, up significantly over the year before. Geez, Facebook seems like the Marsha of the internet.
As always, the internet has found a way to upset longstanding traditions, it’s hardly a shock anymore. Does this mean that Youtube is the new king of advertising distribution? It bares observation at least. Don’t worry, Youtube isn’t here to replace Super Bowl Sunday with let’s players and how-to makeup videos. If anything it is here to accentuate this grand tournament, this clash of titans, this amazing sport known as televised marketing.