Video Index
Touchstorm Video Scoreboard The data behind the Coca-Cola #AmericaIsBeautiful controversy
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Video Index 2
The Touchstorm Video Scoreboard for Super Bowl Ads analyzes the performance of video content on adver<sers' YouTube channels related to the 2014 ad campaigns to determine which adver<sers are building real rela<onships with consumers on YouTube.
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What is the Touchstorm Video Scoreboard?
Video Index
Overall Ranking Progression
3 1 We omitted restaurants and retailers who sell services, like spas.
The Top 10 Super Bowl campaigns on YouTube have been calculated daily using a weighted average of four metrics: Total Views, Subscriber Conversion Growth, Likeability and Velocity.
As of Thursday Feb. 6 Coca-Cola’s #AmericaIsBeautiful commercial has been #1 for two consecutive days.
Date Posted
Controversy Explodes
Achieves #1 Ranking
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Video Index
Day Over Day View Growth on YouTube
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Coca-‐Cola has more views than any other adver=ser that did not post content to YouTube prior to the Super Bowl.
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Video Index
Likeability Ranking
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• Touchstorm's Likeability Ranking is a measure of posi=ve engagement with YouTube viewers.
• The metric is calculated by dividing Total Likes by Total Views. The average Likeability for all campaigns is set to 100 and all campaigns are compared to this average.
• The #AmericaIsBeau=ful campaign has generated over 50,000 Likes in 5 days or one Like per every 200 video views, placing it in the top 3 campaigns in terms of posi=ve engagement with users.
• The Coca-‐Cola | #AmericaIsBeau=ful campaign has been able to generate more Likes per View than any other campaign, except Geico and MicrosoT, indica=ng that viewers have been extremely mo=vated to click Like and show how much they enjoyed the content.
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Video Index
Subscriber Conversion
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Subscriber Growth proves that Super Bowl ad and video campaigns can result in deeper consumer rela=onships with brands.
Our Subscriber Conversion metric is calculated as follows:
• First, it determines a baseline daily subscriber growth rate. We watched adver=sers’ channels for weeks in advance of the Super Bowl to see, on average, how many subscribers per day they were adding to their channels.
• Each day post-‐Super Bowl, we compared their channels’ Subscriber Growth metric to their baseline to formulate the final number.
• For instance, if Baseline Growth = 1% and 2/2/2014 Growth = 5% then the Subscriber Conversion metric = 500%
Coca-‐Cola has seen strong Subscriber Growth as a result of their campaign peaking Wednesday 2/5/2014 at over 1100%.
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