Each month’s YouTube Ads Leaderboard tends to reveal some interesting insights about current trends in digital media advertising, but it’s also a crude measurement — and no example better shows the Leaderboard’s flaws than its February 2016 edition, which featured well-circulated Super Bowl ads in its top slots at the expense of the Big Game’s most-liked spots.
YouTube Ads LeaderboardThe top position in the latest Ads Leaderboard belongs to Hyundai, which has received more than 26 million views on its ad “The Chase.” That video’s like-to-dislike ratio, however, tells a different story. At the time of this post, “The Chase” has only received 4,536 likes, suggesting a large number of paid impressions. Because the YouTube Ads Leaderboard only cares about aggregate views, well-liked Super Bowl commercials that were not served up as widely on YouTube didn’t make the cut. Take, for example, T-Mobile’s “Restricted Bling” ad with Drake. Its 6.4 million views weren’t quite enough to crack the Leaderboard’s top ten, but it has received close to twice as many likes as “The Chase.”
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YouTube Ads LeaderboardSince the Leaderboard only accounts for ads posted to YouTube during the measured month, Super Bowl ads posted in January did not make the February ranking, even if they racked up millions of views before, during, and after the game. Pokemon’s Super Bowl ad, which ended up on top of YouTube’s AdBlitz rankings, was released in January, and while it did reach the top ten on that month’s Leaderboard, it also received enough views in February to crack the current list as well. Limiting the Leaderboard by release date promotes diversity on each list, but it also depreciates some ads that are still worth talking about.
YouTube Ads LeaderboardIn general, the Ad Leaderboard provides plenty of worthwhile information, so it is still worth checking out from time to time. When you read our coverage of it, however, be sure to take it with a grain of salt.
YouTube Ads LeaderboardHere is the complete February 2016 Leaderboard, courtesy of YouTube:
The Chase – Hyundai Super Bowl Commercial | The 2017 Hyundai Elantra, 26 million views
Mountain Dew Kickstart: Puppymonkeybaby | Super Bowl Spot, 22.7 million views
First Date – Hyundai Super Bowl Commercial | The 2016 Hyundai Genesis, 15 million views
The Bud Light Party: Super Bowl Commercial 2016, 13.9 million views
SNICKERS® – “Marilyn”, 11.4 million views
Ryanville – Hyundai Super Bowl Commercial :45s | The 2017 Hyundai Elantra, 11.4 million views
Skittles: “The Portrait” w/ Steven Tyler. Super Bowl 50 Commercial.,10.6 million views
T-Mobile | “Drop The Balls” Super Bowl Ad | :30s TV Commercial, 9.8 million views
All-New Honda Ridgeline 2016 Big Game Commercial – A New Truck to Love, 7.6 million views
HEINZ Ketchup Game Day 2016 Hot Dog Commercial | “Wiener Stampede” – Extended Cut, 6.5 million views
