Visible Measures Blog

Charlie St. Cloud surged onto the Top 10 Online Film Trailers Chart as it heads into theaters this weekend. The film shot to fourth place with a solid 950,000+ views. With audiences for Charlie St. Cloud consisting of more than 70% women with an average age of 20, it seems as though Hollywood heartthrob Zac Efron hasn't lost his charm with the younger ladies.

One week from release, Step Up 3D steals the spotlight on the chart, taking first place with a 217% boost. The majority of the growth came from Club Can't Handle Me, a music video by rapper Flo Rida with scenes from the film, accounting for nearly two million views. We saw a similar strategy from Sony when releasing The Karate Kid.

Looking at films that released last weekend, Salt moved into second place with a nearly 70% increase, reaching 1.5 million views (it was second place at the box office as well). Ramona and Beezus gained 10% while Dinner For Schmucks jumped nearly 50% to hit 530,000+ views.

Aside from Charlie St. Cloud, Eat Pray Love makes its debut on the chart this week, sliding into tenth place with 325,000+ views. The film has gained little traction in online video despite running on the star power of Julia Roberts. The dramatic comedy from Sony remains two weeks from release.

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	4	Step Up 3D	Touchstone Pictures, Summit	Drama	3,262,329	1	217%
2	5	Salt	Sony	Action	1,566,345	-1	68%
3	3	The Expendables	Lionsgate	Action	1,372,751	2	31%
4	NEW	Charlie St. Cloud	Universal	Drama	953,250	0	NEW
5	6	Resident Evil: Afterlife	Sony	Action	910,091	6	6%
6	7	Ramona and Beezus	20th Century Fox	Comedy	676,165	-1	10%
7	8	Dinner For Schmucks	Dreamworks	Comedy	532,683	-1	47%
8	10	Scott Pilgrim vs. the World	Universal	Action	480,327	2	58%
9	9	The Other Guys	Columbia	Action	441,865	1	30%
10	NEW	Eat Pray Love	Sony	Comedy	328,224	2	NEW

---

Want more online film trailer data? Check out the Online Film Trailers Collection in Trends, our award-winning online video performance benchmarking application. Sign up for a free account.

Follow us on Twitter! 

NEW YORK (AdAge.com) -- No viral meme can last forever, right? As good as Old Spice's "Responses" campaign was, it's peaked and is now in a downward slide, losing 70% of its audience on the web last week.

Mind you, down 70% for Isaiah Mustafa still meant more than 11 million views for the customized YouTube responses alone and four of the top 10 slots on the Viral Chart. All versions of the Old Spice videos -- ads, responses and Odor Blocker videos -- have racked up 130 million views on the web since February, according to Visible Measures.

The question now is what, if anything, agency Wieden & Kennedy will do to keep the Mustafa magic alive. Paid placements? Another ad? Another web stunt?

One thing we do know: Mr. Mustafa is going to be a whole lot busier. He's landed a role in the latest Jennifer Aniston film "Horrible Bosses" and now has a holding deal at NBC.

It's a little early to assess the results of the campaign, but Old Spice is picking up market share. Although so is Gillette, whose "Perfect Length" advertises a different category but grew 123% in views last week.

Joining Old Spice on the chart this week is a new collaboration from YouTube, director Ridley Scott and Korean electronics giant LG, "Life in a Day." The campaign is soliciting video footage from people's daily lives that it's calling a "global experiment to create the world's largest user-generated feature film." Most views so far (2 million) are on the promo video. The resulting film will premiere at Sundance in January.

The Most-Watched 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	11,309,342	-68%
2	8	Gillette	Perfect Length	Jack Morton; BBDO	2,159,215	123%
3	NEW	LG & YouTube	Life In A Day	NA	2,158,010	NEW
4	2	Old Spice	The Return of The Man Your Man Could Smell Like	Wieden + Kennedy	2,143,315	-62%
5	3	Old Spice	Odor Blocker	Wieden + Kennedy	1,993,413	-42%
6	4	Old Spice	The Man Your Man Could Smell Like	Wieden + Kennedy	1,928,529	-36%
7	7	EMC	EMC 20% Guarantee	Sharethrough	1,903,151	77%
8	5	Dentyne	Dentyne Pure	Platinum Rye; Sharethrough	1,210,476	-3%
9	NEW	Victoria's Secret	Temperature Rising	Razorfish; Sharethrough	963,783	NEW
10	10	Evian	Live Young	BETC Euro RSCG	939,553	12%

---

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.

Three films open this weekend including action flick Salt and a pair of comedies, Ramona and Beezus and Dinner For Schmucks. Salt, starring Angelina Jolie, leads the group of openers at fifth place with 930,000+ views coming from a healthy 50% bump. Ramona and Beezus grew nearly 30% to reach seventh place with 615,000 views. Dinner For Schmucks is one step behind at eighth place and 360,000 views.

Schmucks and Salt square off in demographics, with audiences for both films skewing heavily male. Ramona and Beezus has been attracting much more female oriented crowd in online video, suggesting that its closest competitor for audiences at the box office could be Twilight: Eclipse.

Inception and The Sorcerer's Apprentice hit theaters last weekend both experiencing the customary post-release surge in growth. Inception gained a whopping 210% in views while Apprentice grew by 165%. They're in first and second place, respectively.

One new film entered the chart this week and one returned to the ranks. Seven weeks from release, Resident Evil: Afterlife moved into sixth place with a strong debut of 850,000+ views. In tenth place, Scott Pilgrim vs. The World returned from a two week absence with 300,000+ views. It stands three weeks from release.

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	3	Inception	Warner Bros.	Mystery	4,997,757	-1	212%
2	7	The Sorcerer's Apprentice	Disney	Action	1,530,672	-1	166%
3	4	The Expendables	Lionsgate	Action	1,051,707	3	59%
4	5	Step Up 3D	Touchstone Pictures, Summit	Drama	1,029,096	2	62%
5	6	Salt	Sony	Action	933,092	0	50%
6	NEW	Resident Evil: Afterlife	Sony	Action	856,072	7	NEW
7	8	Ramona and Beezus	20th Century Fox	Comedy	615,533	0	28%
8	10	Dinner For Schmucks	Dreamworks	Comedy	362,852	0	25%
9	9	The Other Guys	Columbia	Comedy	339,460	2	-6%
10	Back On Chart	Scott Pilgrim vs. the World	Universal	Action	304,318	3	Back On Chart

---

Want more online film trailer data? Check out the Online Film Trailers Collection in Trends, our award-winning online video performance benchmarking application. Sign up for a free account.

Follow us on Twitter! 

NEW YORK (AdAge.com) -- The 186 responses that Old Spice pitchman Isaiah Mustafa recorded for fans of his beauty, intelligence and outstanding physique took just a week to eclipse the original TV ads themselves in total views, according to new numbers from Visible Measures.

Those video responses, recorded in seven-minute spurts over several days last week, have accumulated 42.3 million views so far and more than 35 million last week alone, a Viral Chart record. The TV spots have also done well on the web, but have accumulated only 34.7 million views since "The Man Your Man Could Smell Like" was first posted online in February.

The responses, of course, wouldn't exist without the original TV ad, but they're extending the reach of the campaign a lot farther than the two TV ads, as well as the "Odor Blocker" ad ever could, even though those had a several-month head start.

For those keeping score, total views on the Old Spice campaign including all original spots and responses stands now at 113 million views. Here's how it breaks down:

• "The Man Your Man Could Smell Like" (launched Feb 4): 22.3 million
• "Different Scents for Different Gents" (launched Feb 5): 4.2 million
• "Where Freshness Smells From" (launched March 15): 2.6 million
• "Odor Blocker" (launched March 31): 29.2 million million
• "The Return of the Man Your Man Could Smell Like" (launched June 29): 12.4 million
• "Old Spice Responses" (launched July 13): 42.3 million

Last week's top top 10 is below, including an amusing new spot from Rhett & Link for Dentyne and Blendtec's grisly test on the iPad. Also new from Blendtec -- what else? -- blending an iPhone 4.

The Most-Watched Online Video Ads of the Week

Rank	Last Week's Rank	Brand	Campaign	Agency	Current Week's Views*	% Change in Views**	Watch
1	NEW	Old Spice	Responses	Wieden + Kennedy	35,086,540	NEW
2	1	Old Spice	The Return of The Man Your Man Could Smell Like	Wieden + Kennedy	5,582,989	95%
3	2	Old Spice	Odor Blocker	Wieden + Kennedy	3,425,946	45%
4	3	Old Spice	The Man Your Man Could Smell Like	Wieden + Kennedy	3,033,297	134%
5	NEW	Dentyne	Dentyne Pure	Platinum Rye, Sharethrough	1,249,764	NEW
6	NEW	Blendtec	Will it Blend?	In House	1,248,314	NEW
7	NEW	EMC	EMC 20% Guarantee	Sharethrough	1,077,167	NEW
8	7	Gillette	Perfect Length	Jack Morton	966,098	45%
9	4	Nike	Write the Future	Wieden + Kennedy	900,443	-12%
10	5	Evian	Live Young	BETC Euro RSCG	840,777	-5%

---

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.

One of the drawbacks from having a handsome man in a towel get insanely popular is that it inspires less aesthetically gifted specimens to attempt the same approach. This phenomenon is what we've seen since Old Spice broke the online video advertising mold last week with its Responses campaign – men of all shapes and aesthetic dispositions have stripped down to their shower gear to spoof and challenge Isaiah Mustafa, the man your man could smell like.

Here are some examples:

• @OhDoctah vs. @OldSpice (cc: @Dove)
• Re: @Isaiah Mustafa | Master C Spice
• Old Spice (Spoof)
• Not the Old Spice Guy

The campaign has also inspired Alyssa Milano to make a response in a towel, challenging Mustafa to donate $100,000 to the National Wildlife Federation's Gulf Oil Spill Restoration Fund. It's generated close to 42,000 views.

Alyssa Milano Responds to Mustafa

Today, with the help of these videos and others like them, the Responses campaign has reached more than 40.7 million views, making it the fastest growing online video advertising campaign in history. As a pure viral hit, it's second only to Susan Boyle, who reached 47.7 million views in the same amount of time.

The innovative campaign hasn't just done well for itself, it's helped increase the views for both The Man Your Man Could Smell Like and The Return of the Man Your Man Could Smell Like. It helped the original Man skyrocket 300%, from 120,000 views per day to 480,000+. The Return of the Man jumped over 65%, springing from close to 500,000 daily views to 820,000.

To catch up on the coverage surrounding this breakthrough hit, check out these articles featuring our numbers:

• Mashable: The Old Spice Social Media Campaign by the Numbers
• Toronto Star: How the Old Spice Campaign Changed Social Media
  
• MSNBC: We love Old Spice guy! Old Spice Body Wash — not so much
  
• MediaPost: Deconstructing Old Spice Guy
• MediaPost: Could 'Old Spice Guy' Mean a Coming of Age for Digital?
• U.S. News and World Report: The Irresistible Old Spice Guy Commercials
• BizReport: Look at these social media results, now back at me, now back at the results

The final clip of the Responses campaign, Re: Everyone | Old Spice, has the most views of the group so far with over 2.9 million. What's your favorite response? Let us know in the comments section below.

Seven new advertising campaigns have captured spots on Motor Trend's monthly collection of the 10 most popular automotive video ads, including new spots from Volkswagen, Kia, and Lexus. Toyota's Sienna minivan campaign apparently has enough swagger to remain in first place with more than 3.3 million views.

GMC isn't far behind with an ad featuring the new Sierra Heavy Duty in luxurious Denali trim. We're not sure what the ad's contents have to do with trucks or luxury, but it's amusing nonetheless. Humor is a common theme for many of the engaging Top 10 videos you can view below, including Mercedes-Benz's "Sorry." An inattentive E-Class sedan driver has an encounter with Death but the car's technologically advanced safety systems save him from a collision.

Mini's videos challenging Porsche to a race hit ninth place on the chart this month, with 619,515 views. If you've already seen the videos, try watching them again and playing close attention to the writing on the T-shirts of Mini USA's Jim McDowell. Will Mini's campaign stay popular enough to grab a place on the Top 10 chart next month? Find out in next month's installment of the Top 10 most popular automotive video ads right here on Motor Trend.

The Most-Watched Automotive Ads from June 

Rank	Last Month's Rank	Make / Model	Campaign	Agency	Current Month's Views*	% Change in Views**	Watch
1	1	Toyota	The Sienna Family	Saatchi & Saatchi	3,304,690	-36%
2	NEW	GMC	Pickup Games	Leo Burnett, Starcom Worldwide; Digitas; Sharethrough	2,517,220	NEW
3	NEW	Volkswagen	Driven By Fun	DDB	1,750,134	NEW
4	NEW	Kia	Kia Soul - A New Way to Roll 2010	David & Goliath	1,338,475	NEW
5	NEW	Dodge	Freedom	Wieden + Kennedy	991,579	NEW
6	NEW	Lexus	Pursuit of Perfection	NA	886,170	NEW
7	3	Ford	Fiesta Movement	Undercurrent; AMG	780,093	48%
8	NEW	Mercedes-Benz	Sorry	Jung von Matt/Neckar	670,665	NEW
9	NEW	Mini	Mini vs Porsche	Butler, Shine, Stern & Partners	619,515	NEW
10	7	Kia	A New Way To Roll / Hamsters	David & Goliath	447,188	104%

---

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.

Follow us on Twitter

-- 

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

The highly anticipated Inception hits theaters this weekend after experiencing a significant increase in views this week, jumping nearly 90%. The film, staring Leonardo DiCaprio and Ellen Page, garnered 1.6 million views, good enough for third place. Going from the mind to the magical, The Sorcerer's Apprentice will compete against the Warner Brothers' psychological thriller this weekend. With 575,000+ views, the Disney film featuring Nicholas Cage is over 1 million views behind Inception.

The results of last week's face off are in, and the battle between animated and super villains is over, with less ferocious Despicable Me the victor, taking $56 million at the box office. The animated villain continued his reign this week by grabbing first place on the chart with a hefty 7.1 million views. The runner up, Predators, took second place with a little over 2 million views.

Films debuting on the chart this week include Ramona and Beezus and Dinner For Schmucks. Both films are one week before their release.

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	Despicable Me	Universal	Animation	7,132,621	-1	133%
2	4	Predators	20th Century Fox	Action	2,070,267	-1	35%
3	5	Inception	Warner Bros.	Mystery	1,600,739	0	87%
4	9	The Expendables	Lionsgate	Action	659,751	4	10%
5	7	Step Up 3D	Touchstone Pictures, Summit	Drama	633,969	3	-9%
6	6	Salt	Sony	Action	623,370	1	-14%
7	10	The Sorcerer's Apprentice	Disney	Action	575,895	0	13%
8	NEW	Ramona and Beezus	20th Century Fox	Comedy	481,054	1	NEW
9	8	The Other Guys	Columbia	Comedy	359,738	3	-43%
10	NEW	Dinner For Schmucks	Dreamworks	Comedy	289,268	1	NEW

---

Want more online film trailer data? Check out the Online Film Trailers Collection in Trends, our award-winning online video performance benchmarking application. Sign up for a free account.

Follow us on Twitter! 

Apple has a way of attracting attention. Whether it surrounds a highly anticipated new product, an E-mail from CEO Steve Jobs, or a debate over video technology, the company commands audiences. Frequently, this attention manifests itself in online video. The controversy surrounding the iPhone 4 and its antenna is no exception.

For background, let's review the library of clips for this not-yet-one-month-old device. Beyond the videos for the iPhone 4 announcement, beyond the piles of iPhone 4 video reviews, there are videos of how the iPhone 4 performs underwater. There are videos of the iPhone 4 flying attached to colorful balloons. There are videos of people seeing how many times they can drop their iPhone 4 before it breaks (does this remind anyone else of how many licks it takes to get to the center of a Tootsie Roll Pop?). There are videos of people unboxing their iPhone 4s. There are videos of people blending their iPhone 4s in industrial-strength blenders. There are videos of people opening the cases for their iPhone 4s (and reviewing the cases). And yes, there are videos of the antenna problems with the iPhone 4.

iPhone 4 Drops Calls When Left Corner is Touched

Many of the videos of the antenna problems feel like a magic trick: "I hold the phone here and we wait for just a few seconds... and voilá! the call is dropped." (Wait for applause, take a bow, "I'll be here all week!") Others involve quick fixes, like duct tape, or a simple case. Still others insist there is no problem: "I'm holding the phone... nothing, call still going, no problems here. Nothing to see here, people!" (And yet people are watching; these videos have thousands of views.) And, as you can imagine, there are many other variations.

What remains unclear is the overlap between the frenzy among the gadget community and the general public. Apple being Apple, this is a huge story for every gadget-loving person. We follow it here in the office and we'll be following their press conference later today.

One way to check the overlap is to compare the clips from the controversy to one of the campaigns for the iPhone 4. One of the most visible campaigns to this point has been FaceTime, iPhone 4's video conferencing feature. It's landed our Top 10 Viral Video Ads Chart and has scored over 9 million cumulative views.

Compare this to the views created by the videos of the antenna problems. To date, the iPhone 4 antenna problems have generated over 5 million views in online video. This is well over half the views FaceTime has produced.

That the views for the antenna problems can compete with those of the FaceTime campaign seems to indicate that the controversy has gone beyond the gadget community. Think of all the people who took time out of their day to record and upload these clips and the millions of others who took the time to watch them.

With these numbers and all the other media attention, it's no surprise that Apple has called a press conference to address the issue. We'll see what all this means for the future of iPhone 4 and Apple. In the meantime, we'll keep measuring videos, and await Apple's press conference later today.

With a fragrant, dashing man in a towel, Old Spice put on a viral video tour de force yesterday. Collaborating with actor Isaiah Mustafa, better known as the man your man could smell like, Old Spice unleashed a deluge of new clips on YouTube. The clips feature Mustafa responding to questions from Twitter, Facebook, Reddit, and blogs in as close to real time as you can get with online video publishing. (ReadWriteWeb has a great post on how they did it.)

Mustafa Responds to His Own Tweet

The viral video coup ran for about 24 hours, and then, as all things must, it came to an end. All told, Old Spice had uploaded an unprecedented 180+ clips for its campaign, which, in total, have generated over 5.9 million views and 22,500 comments.

Old Spice Responses is the latest effort in the string of ads for The Man Your Man Could Smell Like, which launched mid February this year. The original ad has attracted nearly 19 million views to date. Old Spice followed it with The Return of The Man Your Man Could Smell Like, which premiered just a couple weeks ago and has already reached an impressive 6.9 million views. In all, Old Spice has been red hot in online video of late, taking four of the ten spots on the Top 10 Viral Video Ads Chart this week. You can read the latest results here.

As long as we've been measuring online video, we've never seen anything quite like the Old Spice Responses campaign. There have been ads that have challenged audiences, Samsung's YouTube Challenge and Tiger's Jesus Shot come to mind, but there's never been a campaign that's been so personal, so quick, and so prolific.

In fact, Old Spice Responses is one of the fastest growing online video campaigns ever. We took a look at some of the most explosive viral videos we've measured, including Bush dodging Iraqi shoes, Obama giving his electoral victory speech, and Susan Boyle, and found that in the first 24 hours, Old Spice Responses outpaces all of them. Now, that's fast.

How high will the view counts run for this innovative campaign? Only time will tell, but we'll definitely have an update for you next week.

NEW YORK (AdAge.com) -- Not often do we see a chart so dominated by one agency (Wieden & Kennedy) and one ad campaign (Old Spice). In fact, we've never seen it. But then, we also haven't seen a campaign that combines the humor and irony of "The Man Your Man Could Smell Like," with a brilliant stunt like having Isaiah Mustafa responding to blogger comments in person, including to our own Teressa Iezzi and Ann-Christine Diaz.

Old Spice and Wieden took four of 10 spots on the chart last week, including positions one through three, and amassed nearly 7 million views, not counting the more than 100 video responses Mustafa recorded for the likes of stormyweather21, thatpartylastnight, The Ellen Show, Pancake Humper and Gizmodo. Those videos started going up this week and will have a bigger impact on last week's totals, so expect an all-Old Spice chart then as well.

What's more, the Old Spice views appear to be organic based on their smooth growth curves, rather than a paid promotion, which usually results in viewer spikes, according to our friends at Visible Measures. Wieden also took No. 4 for Nike's "Write the Future," which hung on during the last week of the World Cup.

Aside from Old Spice and Nike, The Martin Agency landed former Viral Chart stalwart Geico back on the list at No. 8 with their amusing ad featuring Andres Cantor, Telemundo's (and formerly Univision's) legendary soccer play-by-play man. Like the Old Spice spots, Geico's is also running on TV. Here's the exuberant Cantor nearly having a coronary when Landon Donovan did something truly exciting, putting the U.S. over Algeria in stoppage time.

The Most-Watched Online Video Ads of the Week

Rank	Last Week's Rank	Brand	Campaign	Agency	Current Week's Views*	% Change in Views**	Watch
1	3	Old Spice	The Return of The Man Your Man Could Smell Like	Wieden + Kennedy	2,867,465	38%
2	4	Old Spice	Odor Blocker	Wieden + Kennedy	2,356,887	59%
3	8	Old Spice	The Man Your Man Could Smell Like	Wieden + Kennedy	1,297,609	45%
4	2	Nike	Write the Future	Wieden + Kennedy	1,027,723	-51%
5	Back On Chart	Evian	Live Young	BETC Euro RSCG	889,416	Back On Chart
6	9	Pepsi	Oh Africa	NA	676,408	-19%
7	1	Gillette	Perfect Length	Jack Morton	665,140	-74%
8	NEW	Geico	Really Save	The Martin Agency	639,330	NEW
9	6	Visa	Go Fans 2010 FIFA World Cup	TBWA/Chiat/Day	423,684	-55%
10	NEW	Old Spice	Where Freshness Smells From	Wieden + Kennedy	411,307	NEW

---

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.

Taking a close look at the Top 10 Viral Video Ads Chart this week might give you the impression that things are a bit funky in the world of online video. Literally. Three of the top 10 campaigns come from Old Spice, urging you or your man to smell better, or at least like actor Isaiah Mustafa. Three similar campaigns for the same brand is a rare occurrence on the chart, however with The Return of The Man Your Man Could Smell Like, we're seeing a phenomenon called viral reactivation. Viral reactivation occurs when there's a new video that reminds online audiences to watch older, similar videos, which increases their view counts, essentially reactivating their virality. The Return of The Man Your Man Could Smell Like attracted over 2 million views and helped the over-the-top Odor Blocker pound back 1.4 million of its own. The original The Man Your Man Could Smell Like sits a few rows back with close to 900,000 views.

Continuing the male grooming category's dominance this week, Gillette maintains the top spot for the second week in a row. Its tongue-in-cheek, double-entendre laced spot Perfect Length dropped a slight 7% to land at 2.5 million views, 500,000 more than this week's runner up. Gillette also propelled another campaign onto the chart this week with Young Guns, a celebration of mullets the likes of which we haven't seen in a while. Or perhaps ever, for that matter.

Also of note is the grit shown by Microsoft's chart stalwart Project Natal, the original promo for the highly anticipated controller-free game system from over a year ago. The new system, Kinect, was announced a few weeks ago, gaining a spot on the chart and sparking some viral reactivation of its own. It's curious that after the official system has been announced that the concept video is still more frequently watched in online video. What do you make of this? Let us know in the comments section below.

The Most-Watched Online Video Ads of the Week

Rank	Last Week's Rank	Brand	Campaign	Agency	Current Week's Views*	% Change in Views**	Watch
1	1	Gillette	Perfect Length	Jack Morton	2,535,572	-7%
2	4	Nike	Write the Future	Wieden + Kennedy	2,085,045	27%
3	NEW	Old Spice	The Return of The Man Your Man Could Smell Like	Wieden + Kennedy	2,079,916	NEW
4	Back On Chart	Old Spice	Odor Blocker	Wieden + Kennedy	1,477,705	Back On Chart
5	NEW	Gillette	Young Guns	BBDO	1,259,372	NEW
6	3	Visa	Go Fans 2010 FIFA World Cup	TBWA/Chiat/Day	931,304	-49%
7	NEW	Lynx	Rise Wake Up Calls	NA	899,699	NEW
8	Back On Chart	Old Spice	The Man Your Man Could Smell Like	Wieden + Kennedy	894,603	Back On Chart
9	7	Pepsi	Oh Africa	NA	839,780	-16%
10	9	Microsoft	Xbox Project Natal	World Famous	554,282	-16%

---

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.

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.

Follow Visible Measures on Twitter!

When put head-to-head, online video audiences chose super goofy animated villains nearly two times to one over the ferocious flesh-ripping variety this week. This battle of the super villains makes the jump from the little mobile screen to the big static one this weekend with Despicable Me and Predators hitting box offices nationwide. Both films splash across the silver screen on a rise in online video, with Despicable Me increasing 50% and Predators jumping nearly 30%. Despicable Me wiped out nearly twice the views of its sinister competitor, reaching 3 million views to Predators' 1.5 million. Despite this gap in online video, Predators might be able to lean on its franchise for help at the box office. Who do you think will win this weekend?

As expected, Twilight Saga: Eclipse finishes its run on the Top 10 Online Film Trailers Chart in first place. And while there wasn't much doubt whether it would continue to dominate the chart this week, the question remained of how it would compare to its predecessor, New Moon. In the end, Eclipse's 15 million post-release views were heavily overshadowed by those of New Moon, which took down a robust 37 million.

The Last Airbender also hit theaters last weekend. However, the expected post-release growth surge was only a temperate 20%. The film remains in third place.

Three new films debut this week including Salt starring Angelina Jolie, The Oher Guys starring Will Ferrel and Mark Wahlberg, and The Sorcerer's Apprentice starring Nicholas Cage. The films enter the chart at different periods of their marketing cycles, at two, four, and one week(s) from release, respectively.

The Most-Watched Movie Trailers of the Week

Rank	Last Week's Rank	Film Title	Distributor	Genre	True Reach*	Weeks Until Release	% Change in Views**	Watch
1	1	Twilight Saga: Eclipse	Summit	Fantasy	15,350,463	-1	15%
2	2	Despicable Me	Universal	Animation	3,055,782	0	50%
3	3	The Last Airbender	Paramount	Adventure	2,297,619	-1	20%
4	5	Predators	20th Century Fox	Action	1,528,867	0	29%
5	6	Inception	Warner Bros.	Mystery	855,538	1	1%
6	NEW	Salt	Sony	Action	722,036	2	NEW
7	8	Step Up 3D	Touchstone Pictures, Summit	Drama	698,632	4	26%
8	NEW	The Other Guys	Columbia	Comedy	633,742	4	NEW
9	9	The Expendables	Lionsgate	Action	600,394	5	11%
10	NEW	The Sorcerer's Apprentice	Disney	Action	508,488	1	NEW

---

Want more online film trailer data? Check out the Online Film Trailers Collection in Trends, our award-winning online video performance benchmarking application. Sign up for a free account.

Follow us on Twitter! 

Twilight Saga: Eclipse released Wednesday and has already made $68 million at the box office. The third installments of the vampire romance reclaims first place on the chart after being ousted by Toy Story 3's strong finale last week. With 13.3 million views, this week marks Eclipse's strongest online video performance yet. If you're interested in a deep dive on Eclipse's pre-release performance, be sure to read our analysis published earlier this week: Down in Online Video, Can Eclipse Beat New Moon at the Box Office?.

The Last Airbender also hits theaters this weekend, taking third place on the chart with 1.9 million views. With the Twilight series' continued success at the box office, opening against the franchise could be a daunting task, however our data suggests the two films are gaining traction with different audiences. The gender makeup for The Last Airbender's online audience skews male by nearly 70% whereas Eclipse's audience consists of well over 70% female. 

Largest Growth

Grown Ups surged by over 227% this week to jump to fourth place from tenth. The Sony comedy hit theaters last week generating 1.4 million views for a strong finish, coming after intermittent periods of low view counts leading up to release. 

The Most-Watched Movie Trailers of the Week

Rank	Last Week's Rank	Film Title	Distributor	Genre	True Reach*	Weeks Until Release	% Change in Views**	Watch
1	2	Twilight Saga: Eclipse	Summit	Fantasy	13,360,801	0	29%
2	3	Despicable Me	Universal	Animation	2,031,960	1	4%
3	4	The Last Airbender	Paramount	Adventure	1,916,877	0	30%
4	10	Grown Ups	Sony	Comedy	1,478,358	-1	227%
5	5	Predators	20th Century Fox	Action	1,188,199	1	50%
6	7	Inception	Warner Bros.	Mystery	850,462	2	53%
7	NEW	Knight and Day	20th Century Fox	Drama	628,718	-1	NEW
8	9	Step Up 3D	Touchstone Pictures, Summit	Drama	553,571	5	12%
9	8	The Expendables	Lionsgate	Action	542,254	6	8%
10	6	Scott Pilgrim vs. the World	Universal	Action	418,473	6	-31%

Source: Visible Measures

---

Want more online film trailer data? Check out the Online Film Trailers Collection in Trends, our award-winning online video performance benchmarking application. Sign up for a free account.

Follow us on Twitter! 

NEW YORK (AdAge.com) -- Apple storms the chart as this week's salutatorian with 1.8 million views for its highly anticipated iPhone 4. The Cupertino company's clip is a smart spot that focuses entirely on the new phone's Face Time app, which allows people to video chat over their respective iPhone 4s (yes, the future is now). Even better, the NA-produced ad is done without dialogue, only the nostalgia-steeped crackle of Louis Armstrong's "When You Smiling" tracked over images of grandparents, parents and soon-to-be-dads chatting with distant loved ones. Yes, it comes on thick. But it works. It almost makes you forget Steve Jobs' rant-prone presence on all things Apple and all things Apple doesn't like. Almost.

Another newcomer, Visa's World Cup campaign, comes in at 3rd place with 1.8 million views and features NBA star Steve Nash shouting "goooooaaaal!" in various dream sequences, though the punch line doesn't arrive till he wakes up and pulls off his T-shirt to reveal a woman's athletic bra -- a nod, no doubt, to Brandi Chastain's game-winning penalty kick against China in the women's World Cup match in 1999. She de-jerseyed post goal to reveal...well, you get it. That was 10 years ago, so we can't decide whether the kicker (no pun intended) is coyly funny, or just dated. Perhaps a bit of both.

But it was newcomer Gillette that grabbed the top spot this week with a whopping 2.7 million views for its "Perfect Length" vid featuring women responding to the question, "How do you like it shaved?" The answers, "Just a little patch..."; "I think it should always be tidy"; "...when it's smooth like that, I can't keep my hands off it" show that agency Jack Morton have little faith in the subtler shades of innuendo and prefer their double entendres to come across like hammer on concrete. It's a low grab, basically (pun heavily intended, if only to make sure Jack Morton gets it).

Meanwhile, Nike's "Write the Future" was bumped off the top spot this week, but remains in the top five with 1.6 million views, a 12% drop that may be a reflection of the U.S. team's ouster from the tournament. Come on, Brazil. Load it up.

The Most-Watched Online Video Ads of the Week

Rank	Last Week's Rank	Brand	Campaign	Agency	Current Week's Views*	% Change in Views**	Watch
1	NEW	Gillette	Perfect Length	Jack Morton	2,715,412	NEW
2	NEW	Apple	iPhone 4 Face Time	NA	1,834,187	NEW
3	NEW	Visa	Go Fans 2010 FIFA World Cup		1,820,448	NEW
4	1	Nike	Write the Future	Wieden + Kennedy	1,637,453	-12%
5	NEW	GMC	GMC Pickup Games	Leo Burnett, Starcom Worldwide; Digitas; Sharethrough	1,278,588	NEW
6	6	Evian	Live Young	BETC Euro RSCG	1,064,573	11%
7	4	Pepsi	Oh Africa	NA	1,002,063	-19%
8	7	Volkswagen	Driven By Fun	DDB	815,848	-3%
9	3	Microsoft	Xbox Project Natal	World Famous	661,657	-55%
10	8	Toyota	The Sienna Family	Saatchi & Saatchi	527,081	-21%

Source: Visible Measures

---

Edmund Lee 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.

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.

Follow Visible Measures on Twitter!