A new online analysis firm figures it out.
Topics: Entertainment News
If you’ve been following the election at all (and I’m guessing if you’ve been reading this column you have been), chances are you’ve encountered various YouTube videos promoting one of the two candidates. If you’re liberal, maybe you’ve seen the Sarah Silverman Great Schlep video, or perhaps Colin Powell endorsing Obama, or the recent (and brilliant) Wassup 2008 video. If you’re conservative, maybe you’ve seen McCain Brings Down the House at the Al Smith dinner, or a McCain march in Manhattan, or something about the Democrats covering up Fannie and Freddie.
But while it’s been relatively easy to find these videos over the last few weeks and months, it’s been tough to figure out exactly who is linking to those videos and how much those videos are then worth to the respective campaigns.
Last week, Morningside Analytics quietly announced its new Political Video Barometer to determine exactly how ideas are spreading via video through the political conversation. Morningside is a relatively new analysis firm founded by John Kelly, who will soon have his Ph.D. from Columbia University (Morningside Heights is the New York neighborhood where Columbia sits). The firm gained some notoriety earlier this year for its study of the Iranian blogosphere, doing what likely is the most comprehensive and rigorous study of Farsi-language blogs inside Iran.
What did they find?
The three videos getting the most blog links are, in fact, on the liberal side.
In addition, only one of the top 10 videos was posted officially by the campaign, and these days, most of the top videos are about “the company one keeps (personally or their campaign).
Over the last fourteen days, the top four of the five most linked and/or embedded YouTube videos by liberal bloggers were all focused on comments made by McCain supporters.”
Not surprisingly, this jives pretty much with what TechPresident’s Micah Sifry recently determined — that the more than 1,650 videos the Obama campaign officially has on YouTube vastly exceeds the number of videos the McCain campaign officially has on YouTube.
He determined that if you take the total number of views of a video times the video length to determine the total number of hours, it comes to:
Obama 14,548,809.05 hours; McCain 488,093.01 hours.
Sifry also noted some back-of-the-envelope math calculated by Joe Trippi — who famously ran Howard Dean’s online campaign in 2004 — to determine the current market value on TV for that much airtime.
It’s around $46,893,000 dollars. Math works like this. The City of Denver has 1.3million TV households — to buy those households costs $350 per point ($350 to reach one percent of those households) to reach 100% of those 1.3 million for 30 seconds would cost $35,000. So to reach them all for an hour would be 120 X $35,000 = $4,200,000. To get to 14.5 viewing hours you multiply $4,200,000 X 14.5 = $60,900,000.
Now to take out the 300,000 of the 1.3 million to get this really down to 14.5 million hours. 300,000 is 23% of 1.3 million — so we reduce $60,900,000 by 23% = $46,893,000. We could have gotten rid of the 300,000 using the same method at the beginning to make this easier to understand — but it is going to be around $46 million.
Furthermore, Trippi notes to Sifry: “The finer point would be that people were not forced to watch these — they wanted to watch them — they chose to watch them.”
But I think that the most surprising thing that I’ve learned so far here is what Ethan Zuckerman pointed out yesterday:
Just a note for all the smug, self-satisfied liberals out there – a group that often includes me: There are a lot of videos listed here linked only by conservative blogs and not by liberal blogs. I couldn’t find a single video that’s solely linked to by liberal blogs. Who’s running the more insulated echo chamber here?
More Related Stories
- How Dan Savage lost it
- Nancy Jo Sales on L.A. celeb robbers: "The Bling Ring kids were depressed"
- “Arrested Development,” hurry up and get here so you can stop being so annoying
- Must-do's: What we like this week
- Josh Ritter makes his "Blood on the Tracks"
- I don't hate millennials anymore!
- What's 2013's "Gone Girl"? Here are this summer's best reads
- Fox executive behind "Does Someone Have to Go?" leaving the network
- Hillary Clinton memoir shows up on Amazon
- A brief history of Jennifer Weiner's literary fights
- First look: Joaquin Phoenix, Marion Cotillard shine in "The Immigrant”
- No women allowed: Summer music festivals are dudefests, again
- Vivica A. Fox tapes anti-gun PSA in front of poster for her movie
- This is what Guy Fieri looks like as a balloon
- Mariah Carey's rambling, cursing, dress-popping "Good Morning America" concert
- Fox's new reality TV show threatens regular people with unemployment
- Amanda Bynes arrested after hurling bong from window
- Steamy lesbian-sex movie has Cannes abuzz
- Stop what you're doing and go watch "Borgen"
- Teenage girl claims she was beaten up for looking like Taylor Swift
- Mike Judge: "Bowling for Columbine" made me pro-gun
Featured Slide Shows
The week in 10 picsclose X
- 1 of 11
Lisa Montgomery embraces her nephew Thursday after a tornado tore apart her home in Cleburne, Texas. The twister killed six people and destroyed entire swaths of the North Texas town.
Credit: AP/LM Otero
Jack McMahon, the defense attorney for abortion doctor Kermit Gosnell, speaks outside the Criminal Justice Center in Philadelphia Tuesday. His client was convicted of killing three babies in his clinic, and will serve multiple life sentences.
Credit: AP/Matt Rourke
A photo taken Monday captures Vice President Joe Biden's response to a Milwaukee second-grader's innovative proposal to end America's epidemic of gun violence. This guy!
Credit: AP/Jenny Aicher
Sen. Rand Paul, R-Ky., flanked by a grouper-eyed Michele Bachmann, addresses the IRS' admission that it targeted Tea Party groups in advance of the 2012 election. In an op-ed for CNN Thursday, the Kentucky senator slammed the president for his faux outrage.
Credit: AP/Molly Riley
Ousted IRS chief Steven Miller is sworn in on Capitol Hill Friday. Miller testified before the House Ways and Means Committee on the extra scrutiny the agency gave conservative groups applying for tax-exempt status.
Credit: AP/J. Scott Applewhite
Attorney General Eric Holder pauses as he testifies on Capitol Hill before the House Judiciary Committee Wednesday. Holder is under fire, among other things, for the Justice Department's gathering of phone records at the Associated Press.
Credit: AP/Carolyn Kaster
O.J. Simpson sits during an evidentiary hearing at Clark County District Court in Las Vegas, Nev., Thursday. Simpson, who is currently serving a nine-to-33-year sentence in state prison for armed robbery and kidnapping, is using a writ of habeas corpus to seek a new trial.
Credit: AP/Las Vegas Review-Journal/Jeff Scheid
Major Tom to ground control: On Sunday astronaut Chris Hadfield recorded the first music video from space, a cover of David Bowie's "Space Oddity."
Credit: AP/NASA/Chris Hadfield
When it rains it pours. President Barack Obama speaks during a news conference Thursday with Turkish Prime Minister Recep Tayyip Erdogan, inexplicably inspiring an #umbrellagate Twitter meme.
Credit: AP/Jacquelyn Martin
A smoke plume rises high above a road block at the intersection of County A and Ross Road east of Solon Springs, Wis., Tuesday. No injuries were reported, but the the wildfire caused evacuations across northwestern Wisconsin.
Credit: AP/The Duluth News-Tribune/Clint Austin
Recent Slide Shows
- 1 of 11