Visible Measures Blog

With Halloween fast approaching, horror films are gearing up for a frightful fall. The chart this week features four scary flicks with Paranormal Activity 2 joining Devil, The Last Exorcism, and Resident Evil. The top two spots go to horror flicks, The Last Exorcism, which released last weekend, and Resident Evil, set to bow next weekend. They make up the bulk of the chart's overall views. Paranormal Activity 2, the sequel to the sleeper hit from last fall, takes sixth place with 424,000 views.

Opening This Weekend

Machete and Going The Distance open nationwide this weekend with modest view counts. Despite opening the same weekend, it seems like box office competition between the films will be light – the action-packed Machete has been connecting with male audiences in online video while Drew Barrymore's Going the Distance has been more popular with the ladies.

Nevertheless, Machete has consistently outperformed Going the Distance in online video. The action film has been on the chart four times while the romantic comedy debuted just this week. It leads Going the Distance by 250,000 views.

The Most-Watched Trailers of the Week

Rank	Last Week's Rank	Film Title	Distributor	Genre	True Reach*	Weeks Until Release	% Change in Views**	Watch
1	1	The Last Exorcism	Lionsgate	Horror	1,840,447	-1	-38%
2	2	Resident Evil: Afterlife	Sony	Action / Horror	1,494,118	1	13%
3	5	Machete	Fox	Action	602,633	0	31%
4	3	Jackass 3D	Paramount	Documentary	601,383	6	-37%
5	6	Takers	Sony	Action	572,097	-1	67%
6	NEW	Paranormal Activity 2	Paramount	Horror	424,181	7	NEW
7	NEW	Going the Distance	Warner Bros.	Comedy	379,059	0	NEW
8	4	The Social Network	Sony	Drama	357,522	4	-46%
9	9	Devil	Universal	Horror	325,194	2	27%
10	10	Easy A	Sony	Comedy	313,348	2	38%

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NEW YORK (AdAge.com) -- A little over five years ago, YouTube ushered in a new genre of video advertising, one that succeeded on its ability to rise above a world of pet tricks and backyard stunts, to entertain and to be passed around. Call them "viral" videos, super-sized TV ads, branded videos or just plain commercials, a few of them have crossed a significant psychic milestone: 100 million views and counting.

Last week, the roller-skating babies of Evian's "Live Young" campaign reached the mark after a little more than a year on the web. This, without any significant TV exposure in the U.S. and very little overseas. It's advertising that entertains. And it got us thinking: What are the most-watched viral ads of all time?

We put the question to our friends at Visible Measures, and the answer surprised us. It turned out the No. 1 viral campaign of all time is a consistent sleeper hit, not often among the weekly top 10 on Ad Age's Viral Chart, and not connected to a big, well-heeled brand or fancy creative agency. Rather, it's a cool gimmick that consistently delivers laughs along with cringe-inducing voyeuristic destruction.

The No. 1 video advertiser of all time is Blendtec, whose "Will It Blend" series has been around in the same form for four years, accumulating 134.2 million views. The key? The brand found what works and stuck with it. Each of the more than 120 original clips has the same kitschy music, the same tagline, variations on the same stunt and the same host, Blendtec CEO Tom Dickson.

While brilliant, Mr. Dickson has to thank Steve Jobs for Blendtec's biggest hits, including laying waste to an iPhone in 2007 and an iPad in April.

What's remarkable about the top 10 is that viewers would voluntarily watch an ad 100 million times, let alone 23 million times. Not surprisingly, given the recent growth of web video, most of the entrants are recent campaigns, launched within the last year or two. All but one, Pepsi's "Gladiator," came after the launch of YouTube in 2005. (The ad, starring Britney, Beyonce and Pink, appeared on TV in 2004.)

In addition to Blendtec, Evian and Pepsi, the list includes two Old Spice campaigns (including the newly famous "Your Man" Isaiah Mustafa), Microsoft's Xbox Project Natal, Dove's "Evolution," DC Shoes' "Gymhana Two," and "T-Mobile Dance." While the chart stops at No. 10, special honorable mention goes to Nike, which holds the No. 11 spot for its "Write the Future" campaign, as well as the Nos. 12 and 13 spots for early viral efforts starring Kobe Bryant and Ronaldinho.

While great creative is the key to keeping interest and generating pass-along, time also helps. It took Evian and Blendtec more than a year to get to 100 million views. The next campaign to do it will probably feature Old Spice's Isaiah Mustafa, not for the original "Man Your Man Could Smell Like" TV ad, but the "Responses" campaign, where Mustafa recorded customized replies to folks like Kevin Rose, George Stephanolopous, Gizmodo and Biz Stone.

The Top 10 Most-Watched Viral Video Ads of All Time

Rank	Brand	Campaign	Agency	All Time Views	Launch Date	Watch
1	Blendtec	Will It Blend?	In-House	134,256,499	October 2006
2	Evian	Live Young	BETC Euro RSCG	103,867,704	June 2009
3	Old Spice	Responses	Wieden + Kennedy	57,132,669	July 2010
4	Pepsi	Gladiator	AMV BBDO	46,742,892	January 2004
5	Microsoft	Xbox Project Natal	World Famous	42,698,599	June 2009
6	Dove	Evolution	Ogilvy & Mather	41,100,418	October 2006
7	T-Mobile	T-Mobile Dance	Saatchi & Saatchi	35,487,575	January 2009
8	Doritos	Crash The Super Bowl 2010	Goodby Silverstein & Partners	34,168,845	January 2010
9	Old Spice	Odor Blocker	Wieden + Kennedy	33,986,750	March 2010
10	DC Shoes	Gymkhana Two	Mad Media	32,872,531	September 2009

Source: Visible Measures

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Michael Learmonth is Digital Lead at Advertising Age. You can find the original article here.

The data used for The Top 10 Viral Video Ads Chart was sourced from Visible Measures.

*See our Top Ad Campaigns page for our methodology.

**Indicates percent change in views compared with the same period the week before.

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The Last Exorcism shot to first place with a record setting 1114% growth in views by leveraging the real time responses of Chatroullette and uploading the humorous results to YouTube. Morton was perhaps the first person to record his interactions with people in Chatroullette and share the video with the web. Lionsgate used the same idea and leveraged the real time video network to market The Last Exorcism much to the surprise of some users. The film hits theaters this weekend. 

Also hitting theaters this weekend is Takers. The film includes a large cast including Idris Elba, Tip "T.I." Harris, Chris Brown, Hayden Christiansen, and more. Compared to The Last Exorcism which generated 2.9 million views, anticipation for Takers seems to be more temperate amongst online audiences and the film garnered 342,000 views.

The chart also contained a handful of new films to hit the chart this week. Debuting at third place, Jackass 3D appears with a little under 1 million views demonstrating audience's lasting appreciation of the Jackass franchise. Slotting in at the lower end of the ranks is The Switch starring Jason Bateman and Jennifer Anniston, M Night Shaymalan's newest creation Devil, and Sony's Easy A.

The Most-Watched Trailers of the Week

Rank	Last Week's Rank	Film Title	Distributor	Genre	True Reach*	Weeks Until Release	% Change in Views**	Watch
1	9	The Last Exorcism	Lionsgate	Horror	2,948,254	0	1114%
2	4	Resident Evil: Afterlife	Sony	Action	1,325,644	2	51%
3	NEW	Jackass 3D	Paramount	Documentary	949,325	7	NEW
4	5	The Social Network	Sony	Drama	666,135	5	-19%
5	10	Machete	Fox	Action	460,467	1	173%
6	8	Takers	Sony	Action	342,757	0	17%
7	7	Lottery Ticket	Warner Bros.	Comedy	331,818	-1	10%
8	NEW	The Switch	Miramax	Comedy	292,003	-1	NEW
9	NEW	Devil	Universal	Horror	255,510	3	NEW
10	NEW	Easy A	Sony	Comedy	227,523	3	NEW

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NEW YORK (AdAge.com) -- Is it real or isn't it? Gillette and tennis great Roger Federer aren't saying. One thing's certain: The video of Mr. Federer knocking a metal bottle off a man's head with a tennis ball (twice!) hit the Viral Chart at No. 1 last week, with more than 5 million views.

The video, shot for Gillette and the British Skin Foundation, received a flurry of press from the AP, Daily News, The Guardian and many others. Some even made a game attempt to verify whether the events portrayed were real or a stunt. A Gillette spokesman told Mashable and others they'd rather "leave the 'real or fake' debate up to the viewers." Read: fake.

But both Gillette and Mr. Federer say the video was shot in one take. After a match at the Cincinnati Masters, Mr. Federer told the New York Times and others, "You know how it is with magicians. They don't tell how their tricks work, you know. I don't do it that much, but, yeah, it was shot in one piece and it was –- the guy took a chance. It worked out. I'm happy."

The original upload of the video to Gillette's U.K. YouTube site garnered the most views, with a significant portion referred from Facebook, indicating a good bit of organic sharing in addition to the considerable earned media last week. Visible Measures said that while they have advised some Gillette campaigns, they didn't work on this one.

Also new on the chart this week: Dickies' first entry on the chart, Nestle's Butterfinger with a video starring Erik Estrada, Lou Ferrigno and Adam West, and Internet for Peace, an attempt to win a Nobel Peace Prize for, well, the internet.

Also: Evian's venerable "Live Young" campaign delivered another million views, sending it over the 100 million view mark since it launched more than a year ago.

The Most-Watched Viral Video Ads of the Week

Rank	Last Week's Rank	Brand	Campaign	Agency	Current Week's Views*	% Change in Views**	Watch
1	NEW	Gillette & British Skin Foundation	Rodger Federer Trick Shot	NA	5,123,502	NEW
2	2	Old Spice	Responses	Wieden + Kennedy	1,143,484	-20%
3	4	Evian	Live Young	BETC Euro RSCG	982,215	7%
4	NEW	Nestle	Who is the Butterfinger Bar-glar?!	Threshold Interactive; Zenith Optimedia; Sharethrough	940,303	NEW
5	NEW	Internet for Peace	2010 Nobel Peace Prize	Ogilvy & Mather	762,204	NEW
6	Back On Chart	Geico	Really Save	The Martin Agency	759,237	Back On Chart
7	6	Old Spice	The Man Your Man Could Smell Like	Wieden + Kennedy	757,433	-12%
8	5	Old Spice	Odor Blocker	Wieden + Kennedy	757,023	-12%
9	NEW	Dickies	874	Goodby Silverstein & Partners; Sharethrough	751,301	NEW
10	9	Blendtec	Will it Blend?	In-House	734,421	-4%

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Michael Learmonth is Digital Lead at Advertising Age. You can find the original article here.

The data used for The Top 10 Viral Video Ads Chart was sourced from Visible Measures.

*See our Top Ad Campaigns page for our methodology.

**Indicates percent change in views compared with the same period the week before.

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Vampires Suck, fueled by the viral video power of Twilight, laughed its way back into first place this week on The Top 10 Online Film Trailers Chart. The film, which released Wednesday, seems to be attracting both fans and foes of the original franchise. But, unlike the original, the satirical laugher is down for its silver screen debut, dropping nearly 20% in views from last week.

Lottery Ticket, starring Bow Wow, Ice Cube, Mike Epps, and Charlie Murphy also hits theaters this weekend. The film debuts on the chart at seventh place with 300,000+ views.

The Social Network, helmed by David Fincher and written by Aaron Sorkin, experienced the biggest surge in views of the group this week. The boost was due to a number of spoofs of the trailer, featuring the founders of YouTube and Twitter.

The Most-Watched Trailers of the Week

Rank	Last Week's Rank	Film Title	Distributor	Genre	True Reach*	Weeks Until Release	% Change in Views**	Watch
1	2	Vampires Suck	Fox	Comedy	4,290,148	0	-18%
2	3	The Expendables	Lionsgate	Action	2,659,569	-1	25%
3	6	Scott Pilgrim vs. the World	Universal	Action	1,292,541	-1	86%
4	5	Resident Evil: Afterlife	Sony	Action	875,940	3	-11%
5	8	The Social Network	Sony	Drama	817,350	6	143%
6	7	Eat Pray Love	Sony	Drama	618,454	-1	29%
7	NEW	Lottery Ticket	Warner Bros.	Comedy	301,133	0	NEW
8	9	Takers	Sony	Action	293,051	1	2%
9	10	The Last Exorcism	Lionsgate	Horror	242,851	1	-8%
10	Back On Chart	Machete	Fox	Action	168,602	2	Back On Chart

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NEW YORK (AdAge.com) -- Want a No. 1 video on Ad Age's Viral Video Chart? Not a bad idea to launch it in August when people are doing things away from their computers and, well, the competition is thin.

Low overall viewing numbers helped Gillette's latest campaign, "A Mayne and His Razor," burst to the top of the chart last week. The ad is part of a series of humorous spots starring ESPN analyst Kenny Mayne and a host of other ESPN personalities such as radio hosts Mike Golic and Mike Greenberg aka "Mike & Mike In The Morning."

Oddly, the ad didn't appear on ESPN itself (that would be expensive) but was cleverly seeded on guy-oriented video sites like Break.com and DailyMotion's Mag.ma. Disclosure: Visible Measures, which provides the data for this chart, advised Gillette on distribution.

The campaign drew 2.5 million views last week, easing ahead of Old Spice's Isaiah Mustafa, whose customized "Responses" dropped another 31% from the prior week. It should be noted that most returning campaigns were down significantly from the week before, including Burger King's Tony Stewart spot, Blendtec's destruction of an iPad and all versions of the Old Spice campaign.

Gillette's female-oriented spot, "Perfect Length," also rejoined the chart at No. 10. And while Nike is no stranger to the chart, this time FootLocker joined with some help from YouTube stars Shay Carl and Kassem G for "Food Fight."

The Most-Watched Viral Video Ads of the Week

Rank	Last Week's Rank	Brand	Campaign	Agency	Current Week's Views*	% Change in Views**	Watch
1	NEW	Gillette	A Mayne & His Razor	BBDO	2,507,228	NEW
2	1	Old Spice	Responses	Wieden + Kennedy	1,437,296	-31%
3	2	Burger King	Tony Stewart	Crispin Porter + Bogusky; MindShare	1,265,351	-33%
4	8	Evian	Live Young	BETC Euro RSCG	916,291	-1%
5	7	Old Spice	Odor Blocker	Wieden + Kennedy	859,218	-9%
6	5	Old Spice	The Man Your Man Could Smell Like	Wieden + Kennedy	858,800	-23%
7	NEW	Foot Locker	Food Fight	Jun Group	802,813	NEW
8	6	Old Spice	The Return of The Man Your Man Could Smell Like	Wieden + Kennedy	787,689	-28%
9	4	Blendtec	Will it Blend?	In-House	767,369	-48%
10	Back On Chart	Gillette	Perfect Length	Jack Morton	761,584	Back On Chart

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Michael Learmonth is a reporter at Advertising Age. You can find the original article here.

The data used for The Top 10 Viral Video Ads Chart was sourced from Visible Measures.

*See our Top Ad Campaigns page for our methodology.

**Indicates percent change in views compared with the same period the week before.

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It's going to be a hot weekend in Hollywood as the action-packed Expendables takes on the soul-searching, globe-trotting Eat Pray Love. In addition to these star-studded heavyweights, anime-like Scott Pilgrim vs. The World headlining Michael Cera also enters the fray.

Of the three openers, only The Expendables, starring nearly every action star you've ever heard of, has increased in views this week. It jumped over 25% to reach 2.1 million views. Both Eat Pray Love and Scott Pilgrim dropped in views this week, which is out of character for films primed to hit the silver screen. Scott Pilgrim generated nearly 700,000 views while the Julia Roberts starrer Eat Pray Love was sub 500,000.

In terms of demographics, Eat Pray Love is trending slightly female while Scott Pilgrim and The Expendables have seen male audiences above 80%.

One week from release, Vampires Suck bit into over 5.2 million views this week. The blood-sucking spoof is riding the coattails of the Twilight series in a serious way, attracting both Twilight lovers and haters across the board. The most-used term among the film's 60,000+ comments is none other than "Twilight." The laugher is also attracting Twilight-like demographics, with young females making up 65% of its online video audience.

The Most-Watched Trailers of the Week

Rank	Last Week's Rank	Film Title	Distributor	Genre	True Reach*	Weeks Until Release	% Change in Views**	Watch
1	2	Step Up 3D	Touchstone Pictures, Summit	Drama	9,008,929	-1	105%
2	1	Vampires Suck	Fox	Comedy	5,247,949	1	6%
3	3	The Expendables	Lionsgate	Action	2,135,493	0	26%
4	5	The Other Guys	Columbia	Action	1,167,545	-1	18%
5	4	Resident Evil: Afterlife	Sony	Action	987,361	4	-1%
6	6	Scott Pilgrim vs. The World	Universal	Action	696,595	0	-27%
7	8	Eat Pray Love	Sony	Drama	478,373	0	-9%
8	NEW	The Social Network	Sony	Drama	336,197	7	NEW
9	NEW	Takers	Sony	Action	285,989	2	NEW
10	NEW	The Last Exorcism	Lionsgate	Horror	264,944	2	NEW

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NEW YORK (AdAge.com) -- It's not unusual for Nascar stars to show up in their sponsors' ads, but how many will work a shift flipping burgers as Tony Stewart appears to have done for Burger King? Mr. Stewart's got a good sense of humor, which comes through in the two-minute video. Some guests recognize him, even though he looks like a regular schlub behind the counter; others don't.

The video is part of Burger King's "Sign & Race" campaign, which allows fans to enter to have their signature placed on the Burger King logo on Mr. Stewart's car, and share the image on Facebook and Twitter.

The video received 1.8 million views last week, good but not quite good enough to unseat the cumulative views on Old Spice's "responses" starring Isaiah Mustafa. Also new on the chart last week were campaigns for Subaru and Diehard, while Blendtec returned at No. 4 with the wanton destruction of an innocent iPad.

The Most-Watched Viral Video Ads of the Week

Rank	Last Week's Rank	Brand	Campaign	Agency	Current Week's Views*	% Change in Views**	Watch
1	1	Old Spice	Responses	Wieden + Kennedy	2,086,752	-49%
2	NEW	Burger King	Tony Stewart	MindShare	1,885,588	NEW
3	Back On Chart	Geico	Really Save	The Martin Agency	1,523,991	Back On Chart
4	Back On Chart	Blendtec	Will it Blend?	In-House	1,471,918	Back On Chart
5	5	Old Spice	The Man Your Man Could Smell Like	Wieden + Kennedy	1,120,209	-5%
6	3	Old Spice	The Return of The Man Your Man Could Smell Like	Wieden + Kennedy	1,095,552	-6%
7	4	Old Spice	Odor Blocker	Wieden + Kennedy	944,079	-18%
8	8	Evian	Live Young	BETC Euro RSCG	922,206	-3%
9	NEW	Subaru	Get More G's	NA	806,745	NEW
10	NEW	DieHard	Diehard Batteries vs.	Y&R; Sharethrough; Digitas	800,478	NEW

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Michael Learmonth is a reporter at Advertising Age. You can find the original article here.

The data used for The Top 10 Viral Video Ads Chart was sourced from Visible Measures.

*See our Top Ad Campaigns page for our methodology.

**Indicates percent change in views compared with the same period the week before.

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In June, two of the biggest web series — Fred and The Annoying Orange — exchanged crossover episodes, boosting views for one significantly but not making much of a dent for the other. Can you guess which one was which? Meanwhile, one of the original web series hits (Red Vs Blue) made a comeback. Keep reading for the chart and more details.

The Most-Watched Web Series of the Month

Rank	Last Week's Rank	Brand	Campaign	Agency	Current Week's Views*	% Change in Views**	Watch
1	1	The Annoying Orange	GagFilms	Comedy	64,183,647	0%
2	2	Key of Awesome	Next New Networks	Comedy, Music	27,151,610	3%
3	5	Fred	NA	Comedy	21,461,927	45%
4	3	Happy Tree Friends	MondoMedia	Animation	21,338,507	11%
5	4	Smosh	Deca TV	Comedy, Sketch	19,743,836	30%
6	6	The Station	The Station	Comedy	11,595,698	14%
7	7	Charlie the Unicorn	FilmCow	Animation, Comedy	5,410,768	2%
8	8	Potter Puppet Pals	NA	Sketch	4,852,074	3%
9	Back On Chart	Red Vs Blue	Rooster Teeth	Animation, Comedy	4,748,865	Back on Chart
10	Back On Chart	How it Should Have Ended	Starz Media	Animation	4,619,835	Back on Chart

Fred Vs. The Annoying Orange

For some it’s an epic moment in YouTube history. For others, it’s a sign of the impending apocalypse. YouTube stars Fred and The Annoying Orange had a close encounter of the irritating kind in a hit video in The Annoying Orange YouTube channel. The video garnered more than five million views.

During the same time period, The Annoying Orange appeared in a video in the Fred YouTube channel, titled “Fred Goes Grocery Shopping Feat. The Annoying Orange.” That video pulled just over four million views, giving Fred a huge boost after a long period of comparative inactivity.

The producers of The Annoying Orange were already on top and cranking out new material, though, so that show didn’t see unusual growth as a result of the short partnership.

The Return of Red Vs. Blue

Red Vs. Blue debuted back in 2003, earlier than many currently popular web series. Using characters from the Halo series of video games, the series is targeted specifically at gamers, but reaching for a niche market can pay off for web video series.

The series appeared on the chart in March and April, but dropped off in May. Now it’s back at number nine with slightly more than 4.7 million views. The show in seventh place (Charlie the Unicorn) managed around 5.4 million views while the show in tenth (How It Should Have Ended) did more than 4.6 million, so the back of the chart is a close race.

Visible Measures says Red Vs. Blue made the list in part because of the episode “S8 Tex Fights Reds and Blues,” which drew more views than any other episode in the series’ seven-year history.

What's Working in Web Video?

If you watch the Visible Measures stats each month, you’ll get a sense of what works consistently in web series and what doesn’t. Short, humorous videos dominate the chart, especially anything outrageous like Happy Tree Friends‘ sensational violence or The Annoying Orange’s titular character being, well, exceptionally annoying.

Pop culture and music do well also. Key of Awesome has seen consistent growth over the past few months (though that growth did slow to 3% in June) by spoofing music artists like Lady Gaga, Ke$ha and Katy Perry. YouTube favorite Lady Gaga was also the subject of one of Smosh’s new videos.

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The data used for the Top 10 Webisodes Chart was sourced from Visible Measures

Samuel Axon is a Staff Writer at Mashable. You can read the original post here. 

For an end-to-end assessment of your online video campaign's performance or to notify us of an upcoming or in-market campaign, please contact us.

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Small cars are big news for this month's collection of the most popular automotive video ads on the Internet.

A new campaign by Kia has captured tenth place on the chart, joining the two other Soul ads in first and eighth place, respectively. The new ad continues with the automaker's significant efforts to establish the Soul as a trend-setter. Viewers are asked to make videos for a soon-to-end contest. "As long as it's about you and how you stand out from the crowd," says one excited announcer in the video.

The Ford Fiesta holds strong in July with two campaigns continuing to advertise Ford's recently launched subcompact car. But it's a completely different segment that brings us to a new entry -- sports cars -- namely Chevrolet for the ZR1 and the rest of the Corvette lineup.

"While time has marched on and priorities have changed," a narrator says during the Corvette commercial "Still Building Rockets", referring to space expeditions, "it's nice to know America still builds rockets."

View ads about the Kia Soul, Chevrolet Corvette ZR1 and everything in between by clicking on the videos in the chart below.

The Most-Watched Automotive Ads from July 

Rank	Last Month's Rank	Make / Model	Campaign	Agency	Current Month's Views*	% Change in Views**	Watch
1	4	Kia / Soul	A New Way to Roll 2010	David & Goliath	1,711,879	28%
2	1	Toyota / Sienna	The Sienna Family	Saatchi & Saatchi	1,656,360	-50%
3	3	Volkswagen	Driven By Fun	DDB	878,412	-50%
4	7	Ford / Fiesta	Fiesta Movement	Undercurrent; AMG	824,184	6%
5	Back On Chart	Ford / Fiesta	The Fiesta Project	Team Detroit	664,515	Back On Chart
6	5	Dodge / Challenger	Freedom	Wieden + Kennedy	574,110	-42%
7	Back On Chart	Volkswagen	The Fun Theory	DDB	451,461	Back On Chart
8	10	Kia / Soul	A New Way To Roll	David & Goliath	445,160	0%
9	New	Chevrolet / Corvette	Still Building Rockets	Goodby Silverstein & Partners	294,093	NEW
10	New	Kia / Soul	Who's Next? Competition	NA	228,830	NEW

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The data used for the Top 10 Auto Ads Chart was sourced from Visible Measures.

*See our Top Auto Ads page for our methodology.

**Indicates percent change in views compared with the same period the week before.

To notify Visible Measures of an upcoming online automotive video ad campaign, or for an end-to-end assessment of your campaign's overall performance, please contact us directly.

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Motor Trend is the media's number one automotive authority. You can find the original article here.