Fall lineup is the most eagerly awaited season on peer-to-peer networks as a lot of new shows hit the air. One of the most awaited show for Fall was Fringe by JJ Abrams on Fox. The downloads sky rocketed for the second episode of the show and the audience gave Fringe another shot. This is an unusual trend specially for TV shows as audience tends to move away to follow other shows. A total of 128 individual torrent files have been uploaded for the show so far on major Peer-to-Peer sites. We are tracking every download of the show in Scope and below is a brief summary.
Heroes is undoubtedly one of the most downloaded shows online and one that we track in our multi platform video measurement and audience engagement platform Scope. With the hype building for the new season of Heroes premiering in September 2008, we decided to put the last two seasons under microscope and see what were the total downloads for each show. See below for a list of the most popular shows of Heroes.
The table above is just a sample snapshot taken from the Scope for Heroes consumption globally and in the United States. With over 2,500 torrent files uploaded online for Heroes, it was downloaded over 14.5 million times by consumers worldwide. France was the top country of download for Heroes with about 7 million downloads followed by United Kingdom and United States with 3.6 million and 3.2 million downloads for the show so far. As you can see, the demand for Season 2 after the amazing season finale was huge and the first episode of Season 2 was the most downloaded show so far for Heroes with over 1.3 million downloads worldwide just for that one show alone. We will be eagerly watching the next season and how it debuts online and on peer to peer.
One of the great things about Scope is that we not only track peer-to-peer but also all the viral video platforms like YouTube, DailyMotion and tons of other sites out there. Check out this Fan made trailer of Heroes Season 3:
For any further information on the metrics or access to raw data, please contact us.
Weekly Brand20 Index has just landed on our website:Disney had the honor for a week to be on the top of the charts but BMW is back in action beating Disney by a very small margin for this week.Toyota got a decent push from this speed racing fan from Japan who has uploaded a lot of videos for cars on his profile and has managed to get over 250k views in just a few days of the video being uploaded to YouTube. Take a look at this new videos topping the chart for Toyota this week.
Absolut has received some flak for their ads lately, especially the ones south of the border. But here is one that I ran across today during my daily procrastination session and loved it:
Client: Absolut Spirits, Stockholm
Agency: TBWA/Chiat/Day, New York
Worldwide Creative Director: Rob Smiley
Creative Director: Lew Willig
Copywriter: Meghan Simons
Art Director: Megan Williams
Producer: Jamie Grady
Production Company: Psyop, New York
Directors: Marco Spier, Chris Staves, Mate Steinforth
Designer: Mate Steinforth
Director of Photography: Martin Ahlgren
Executive Producer: Lucia Grillo
Producer: Nathan Jew
Assistant Producer: Tarun Charaipotra
Live Action Producer: Paul Middlemiss
Visual Effects Company: MassMarket, New York
VFX Executive Producer: Justin Lane
Technical Director: Jacob Slutzky
Lead Flame Artist: Nick Tanner
Flame Artists: Chris Staves, Theo Maniatis
Pre Visual Artist: Damon Ciarelli
Editor: Cass Vanini
XSI Team: Dave Barosin, Jan Bitzer, Andrea Gebhardt, Jae Ham, Bashir Hamid, Andy Hara, Florian Witzel, Miguel Salek, Boris Ustaev, Jason Vega, Lee Wolland
Roto Artists: Leslie Chung, David Marte, Joon Park
Sound mixer: Peter Holcomb, Sound Lounge, New York
Music: Small Sails, Somnambulist
Everyone knows that BitTorrent is the hands down biggest distribution platform on the planet right now transferring billions of files per year. But a large numbers of those files are television shows. Every release is high quality and often hits the net before it airs on TV.This morning I came across an article about TV and BitTorrent and boy was it dead on. Here is a taste of how the producers are reacting to Weeds, a Showtime program, being released on BitTorrent online:
The hit TV series Weeds has had some high profile unofficial? leaks of their shows prior to airing on television. When a show is on BitTorrent that hasn’t yet aired, it’s a fairly good indicator that there are insiders nod-and-wink at play. The Weeds show producer Jenji Kohan hinted at both her approval of the leaks and the reasons behind them, Revenue aside, I don’t expect to get rich on Weeds, I’m excited it’s out there. Showtime is great, but it does have a limited audience? Weeds ratings continue to grow and leaks seem to be part of their ongoing strategy.
Now it is safe to say that media viewing is becoming increasingly fragmented. There are literally hundreds of video platforms out there and figuring out how to measure and monetize video is the next big challenge. The article also was bang on in mirroring our views on the subject:
BitTorrent and the like are simply new distribution models and the number of our viewers choosing to view our content this way is as relevant as those still choosing to watch on broadcast television. What’s missing is the definitive business model for online that has existed for decades for TV. My prediction is that one single model won’t emerge and that we’ll monetize our content in as many different ways as there are to distribute it.
All in all, a great article. Check out the entire article here
So far the only solution to monetize online viral videos has been Advertising. There are a number of factors that will contribute to a video ad’s success. With solid metrics, you can better track & control them and make your message effective for audience.
Foundation metricsAny discussion about success should always start out with intended goals. Did you reach the right people? What types of frequency levels did you attain? Was your message in front of your audience long enough? Was awareness increased? What types of responses did the campaign elicit?Having complete transparency to see where your ads ran, and who they ran in front of, is extremely important. Equally important is knowing your campaign’s reach and frequency. These basic metrics give insight into the who, where and how of a campaign, but aren’t specific to online video (they’re actually staples of traditional media).
Just how fast is online video growing? Fast and the numbers speak for themselves. Here is a great article about where we can see video consumption headed:
- Approximately half of online consumers sometimes watch their favorite shows online.
- Watching TV online has now replaced news as the most widely viewed content online.
- The top two reasons for watching TV on internet:
- More than three out of five online TV viewers cite personal convenience as the major reason for watching TV broadcasts online.
- More than one-third cite a wish to avoid watching television commercials (other reasons cited include portability and a preference for computer viewing).
- The proportion of internet users who catch up online on missed TV content has increased to 42% from 30% a year ago.
- Four out of every five online viewers say that watching TV programs online has not changed their television viewing habits, but a small percentage claim that their traditional television viewing has decreased.
- The top methods for viewing broadcasts online are streaming and free downloading: About two-thirds of viewers stream online content, more than 40% download content for free.
For the last year or so, we have been big proponents of Addressability. Basically, addressability in a extremely media landscape with tons of media conduits ranging from YouTube to Joost to IPTV services, is now the key factor in determining if people will even see your content or view your ad. The big question every agency and content producer is asking, “Where is my audience?” The real answer is that no one knows today.Audiences move quicker and quicker with each day. One minute they are watching something on one platform and in a blink of an eye they are watching something on another platform. This situation creates an economic problem for advertisers who need to reach large audiences to make their advertising dollars cost-effective. In addition, since the number of viewers determines the advertising rates, audience fragmentation will affect the networks’ revenues as the audience size diminishes. As audiences become more fragmented, the major networks will need to create new revenue sources.
The future for advertising and PR agencies remains in developing and driving the big idea, and the ones that will be most successful in this quest are ones that use the full suite of services the portals offer for: developing powerful insights, baking big ideas, testing them, setting benchmarks, executing programs and measuring it all.Think of them as all-in-one suites of tools, akin to Microsoft Office or a Swiss Army Knife. They are where anyone can find the magical elixir for driving marketing accountability.
Sounds like our Scope platform. You can read more about it in AdAage. Steve Rubel wrote a great article called, “The Quest for Accountability Begins and Ends With Search”. You can read it here while it lasts online, here or grab the October 2007 issue of AdAge.
We have been saying for months that new media is inherently becoming more and more fragmented and if you happen to be an advertiser, content producer, or in marketing you know this better than anyone. Long hours trying to figure out where your audience is takes its toll in terms of time and money. To make matters worse, when you think you figured it out, your audience moves to another platform.On average, there are 2 new digital video platforms popping up online in the United States each month and in some markets, online video platforms have swelled to over 400 like in China. This is a huge problem that cannot be ignored as users spend more and more time online downloading or streaming everything from short clips to full length television shows and in turn, spend less time consuming content from traditional platforms, such as TV. At divinity Metrics, we call this the “Addressability Crisis.” We have worked hard on tackling this problem by building a platform that aggregates trends, demographics, and other detailed information on video across multiple digital platforms.While this article is dated, it is refreshing to see how ad agencies are finally looking for more specific industrial tools to also reveal depth and show ROI to their clients. MediaWeek has a great article about what agencies are doing in the next year to shore up their tool chest. Here is a good quote:
Charlie Rutman, CEO, MPG North America, agrees, adding that agencies need to think more holistically about marketing communications to come up with plans that are truly integrated. â€œWeâ€™ve been trained to look at and measure a lot of media individually, yet it’s the activation of multiple platforms that makes a truly effective strategy,â€? he says. â€œI think that coming up with accurate metrics that demonstrate how these platforms all work together is the next big wave.”
You can read more here
Develop methodologies for serving and measuring in a super distributed landscape.Staying on top of the methods for digital video distribution online can seem daunting……….Courtesy: Eric Druckenmiller, iMedia Connections