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dM / Blog » Elections 2008

Online Video Metrics for Sarah Palin & Charlie Gibson Interview

The first interview with Sarah Palin has been aired by ABC and the videos are rolling across a wide variety of video platforms that Scope Video Metrics Platform monitors. Here is the first set of numbers for the first part of the interview:


So far the rate of viewing is picking up rapidly. When I flicked my eyes, the rate stood at 12,735 views per hour and had garnered 733,107 views so far on active videos (videos not deleted) as of September 12, 2008.

Presidential Elections Online Video Summary

Oh yea! Opened by inbox and got a sweet gift from the art department this afternoon. A nice graphic summarizing the state of the online video viewing situation in regards to our two presidential candidates, Barack Obama and John McCain. Barack Obama has done a fantastic job of engaging social media and online video since the primary season but since Sarah Palin entered the fray, John McCain has also been padding his online video portfolio.

We are so fortunate to have such a powerful online video metrics platform at our disposal where we can track on a very global scale what is happening with brands, content, music, and even presidential candidates. We are tracking over 200 million videos and every piece of interaction data around them in realtime. The Scope Video Metrics Platform also gives us the amazing ability to drill down on a very granular level and deliver the behavior metrics of viewers on any given video platform. This gives us amazing insights on how to create content, optimize it, and position it perfectly on a given video platform. Truly powerful indeed.

We are planning a series of posts and infographics exploring the issues in this election but we thought we would kick things off with a summary graphic. Below is a break down of the state of each candidate’s videos online. We show you the views, comments, viewing rate, gender, age, and what platforms are key for each candidate. Keep in mind the candidate himself might have uploaded the video or someone else could have done the same. In either case, Scope can identify videos using our MultiMatch algorithms.


Some interesting things to note. Barack Obama attracted more female viewers than John McCain which I thought was very interesting. You would think after John McCain picked Sarah Palin, female viewers would take a look at the McCain ticket to see what she is all about but Obama is holding on steadily to the female demographic by about 5 percentage points.


On the age front, Barack Obama is pulling in more younger viewers while McCain is pulling in a slightly older bunch which is to be expected. So on that note, enjoy the information and stay tuned to more posts on this very exciting presidential election. We have a series of great posts coming up that really dives in to the issues.


Scope 3 Beta
Scope 3 is coming. So if you are a digital agency, brand, or content producer and your bread and butter is video, then sign up for the Scope 3 development newsletter to keep up to date on developments and release information. You can sign up here

The video metrics of the Democratic National Convention

After rousing speeches by Hillary yesterday and Bill Clinton today at the Democratic National Convention in Denver, Colorado; Democrats across the United States are waiting for their champion, Barack Obama, to take center stage tomorrow night.

Online video has played a pivotal role in this election’s party conventions and a flood of videos have already come in for the event. While McCain acknoledges he is no net guru, Barack’s team has done a good job f creating an online presence and has really engaged the net community remenicient of a brand like Nike or Coca-Cola.

There are 18 million democrats across the United States, but if you look at the online audience the numbers are mind boggling. Both candidates have channels on YouTube and below is quick overview of the total views. In terms of engagement, John McCains videos have managed to get equal number of comments and community reaction with far lesser videos compared to Barack’s channel.


If we look at the bigger picture here and include all he videos uploaded by any publisher across over 150 video sharing sites across the world, so far Barack has completely outdone the McCain campaign, let’s see if all these views and videos will convert into votes. For now both the campaigns have given enough video fodder for their followers to make this election a truly memorable one.

We are also comparing the conventions when it come to online video, so far there are over 1000 videos already out there for the DNC, mostly people posting their responses to the speeches and trying to do their bit to support the candidate. The videos uploaded for the convention have got close to 5 million views so far across 27 video sites and this is before the big speech by Barack himself tomorrow.

Watch this space to see how the biggest events for both parties fare online. We will prep up some interesting stats using our new Scope video metrics platform. Stay tuned.

Barack Obama, Democratic Victory Speech

St. Paul, Minnesota - June 3rd, 2008: Sen. Barack Obama of Illinois declared victory in the Democratic presidential primary on Tuesday night before an enthusiastic crowd of supporters. Sen. Obama clinched the Democratic nomination in a hard fought primary contest with Sen. Hillary Clinton to become the first African-American to win a major party’s nomination.  


Presidential Candidates’ Viral Views per Video

Elections 2008 — raj @ 7:09 pm

Things have been extremely hectic here at divinity Metrics but we finally got a chance to grab a Coke and sit down and really take a detailed look at what is going on with the presidential candidate field for 2008. As you all know, we released Scope 2 a few weeks back that added YouTube metrics to our cross platform analytics suite. Scope 2 provides some of the most advanced features for doing marketing, advertising, and content syndication research. So we were really excited to unleash all this power on the 2008 candidates and have a whole slew of blog posts lined up that will take a deep look into the issues, traffic, trends, and other important metrics that paint a picture about what candidates truly stand for and will allow us to make some interesting prediction.One of the areas this post will cover is the total views each candidate is receiving vs. how many videos they have posted. This is important because it really tells us the true traction of candidate, and in many ways, also measures the true popularity of a candidate. For example, let’s take a look at Ron Paul. Ron Paul is clearly the leader on the Republican side with over 3 million views but has only uploaded 50 videos so far. So the views per video is about 77,000. Regardless of the issues and what he stand for, Ron Paul has done a good job of honing his message and really positioning the right videos to appeal to his base. Out of his published videos, 1.25 million views alone are viewed by the 18-24 age demographic and 1.37 million views from the 25-34 age demographic. On the gender front, Ron Paul had a following of 87% male and 13% female.Ron Paul aside, let’s take look at the views/video ratio of other Republican candidates as outlined in Figure 1: 

Republican Views / Video
 On the democratic front, Barack Obama clearly has the most views on YouTube with over 3 milion views. But his campaign has uploaded over 180 videos on YouTube. Hillary Clinton on the other hand has total views of about 2 million but has only uploaded 69 videos. Hillary Clinton has about 33,000 views per video, nearly double to that of Barack Obama with about 18,000 views per video. Refer to Figure 2. for complete details for all the Democratic candidates: 
Democratic Views / Video
 So while comparing the total views, it is necessary to take into account how many videos each campaign has uploaded as well as the views per video. If you see just the numbers of views, sure Barack Obama is the favorite on YouTube, but if you take into account the views per video, Hillary Clinton beats the pack by a huge margin. Over the next year, we will be doing in-depth posts about each candidate, party positions, and analyzing demographics.

Divinity Metrics Tracking the Virtual Campaign Trail

Elections 2008 — vishal @ 5:04 pm

Divinity Metrics has started tracking the virtual campaign trail on YouTube. The 2008 elections will be the first time where online video and user generated buzz will play a central role in driving presidential campaigns to success. Divinity will track trends, traffic and demographics on YouTube. Watch this space in the coming months.

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