It's Getting Harder to Crack the Viral Video Chart

Ed: Some observations.

• Do ad agencies integrate creative, PR, and media for clients?
• Despite the popularity of T-Mobile and Samsung's ads, they need to work on their products. Good publicity does not replace great design - as AT&T Wireless and Apple iPhone is outperforming despite the viral ads.

What People Watched the Week of April 13, 2009

by Abbey Klaassen 

Published: April 23, 2009

NEW YORK (Ad Age.com) -- Last week, the Ad Age viral video chart illustrated T-Mobile's staying power -- its "Dance" spot that debuted in January was still no 2. This week's views, at 748,855, were 1% higher than last week's -- good enough to disrupt the three-week chart-topping streak Samsung and its LED-draped sheep enjoyed.

Samsung dropped to no. 2 while Burger King's ode to SpongeBob and Cadbury's "Eyebrow Dance" hung onto the three and four spots, respectively. But new to the chart is a video promoting Head tennis rackets and starring Novak Djokovic (and his chest), Microsoft's "Laptop Hunters" campaign and the "Fast Food Folk Song," created as part of a Mountain Dew Baja Blast promotion.

The data, as always, is compiled by Visible Measures and includes the most recent week's views -- not total views over the entire life of a campaign. One change over the first threecharts? The threshold to break into the top 10 is higher this week, at 271,985 views. Perhaps it's a one-week anomaly, perhaps it's due to increased usage of online video or social-sharing tools. Regardless, we'll be watching to see if that trend continues in the weeks to come.

	Last Week	Brand	Campaign	Agency	Current Week Views*	% Change in Views**	Watch the Spot
1	2	T-Mobile	T-Mobile Dance	Saatchi & Saatchi, MediaCom	748,855	+1%
2	1	Samsung	Extreme Sheep LED Art	The Viral Factory	707,345	-37%
3	3	Burger King	SpongeBob	Crispin Porter & Bogusky	625,852	+14%
4	4	Cadbury	Eyebrow Dance	Fallon	503,372	+15%
5	New	Head	Novak Djokovic Scores On and Off	Aimaq Rapp Stolle/Feed Company	488,806	New to chart
6	New	Microsoft	Laptop Hunters	Crispin Porter & Bogusky	478,831	New to chart
7	5	Geico	It's the Gecko/ Numa Numa	The Martin Agency, Horizon Media	403,062	+4%
8	7	Wilkinson Sword	Mow the Lawn	JWT, New York	378,474	+45%
9	Back on Chart	Ray-Ban	Never Hide	Cutwater	358,617	Back on chart
10	New	Mountain Dew Baja Blast	Fast Food Folk Song (at the Taco Bell Drive-Thru)	Feed Company	271,985	New to chart
Source: Visible Measures  *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.