Exclusive: Audi Drives Off with Massive Inauguration Online Video Jackpot — Pre-Roll Ad has 70 Million Views

By on 01/21/2009 9:37 PM @beet_tv

Audi, as the exclusive sponsor of the live webcast of the Obama Inauguration on CBSNews.com, MSNBC.com, ABCNews.com and the WashingtonPost.com, had expected 30 million views of its pre-roll advertisement titled "Progress."  Beet.TV has been told by a spokesperson for Audi USA that its pre-roll ads have been watched nearly 70 million times.  

Here's the breakdown of views of the ad on the various sites provided by Audi: ABCNews.com, 15.9 million; CBSNews.com, 11.4 million; MSNBC.com, 16.3 million;The WashingtonPost, 14 million; Slate, 9 million; and the Atlantic.com, 1.7 million.

Reached in Germany tonight, a spokesperson for Audi USA told me in an emailed statement:

impressions for our buy was double what we anticipated. ABCNews and MSNBC were
the standouts with delivery that was almost 5X what we expected for ABCNews and
double for MSNBC. Clearly, online viewing yesterday was on live streams and
network produced coverage. MSNBC has comfirmed this is the most highly
trafficked live event they have ever covered."

Traffic Problems with Sites May Have Driven More Views

In a strange twist, it may be that some of the widely reported problems with streaming on several sites caused visitors to refresh their browser and see the Audi spot multiple times and increased the number of views.

Audi Parks on Three Evening News Shows on Inauguration Night

As part of this unprecedented sponsorship,
Audi was the exclusive sponsor of the evening news broadcasts of
ABC, CBS and NBC on January 20. The sponsorship provided limited
interruption.  Viewership of those programs has been estimated by Audi
at 19 million.  We expect to see these numbers tomorrow. Here's the Audi spot that ran on the evening news.

The cost of the media campaign was not disclosed, but it would seem that Audi drove off with quite a rich prize.

The Audi campaign was created by the San Francisco-based agency Venables Bell & Partners.  We have posted the pre-roll ad here on Beet.TV.

CNN Delivers Bounty of Views to Sprint, Cisco, Exxon Mobil and Vestas

CNN.com and CNN sold integrated advertising sponsorships for Inaugural coverage to these four sponsors.

Beet.TV has learned that CNN.com generated more
than 182 million page views and served more than 36.7 million total video
streams on Inauguration Day. Of the 36.7 million video streams, CNN.com Live
served 26.9 million live video streams globally, shattering its all time total
daily streaming record set on Election Day with 5.3 million live streams
(Source: Omniture SiteCatalyst, global). Additionally, CNN.com Live estimates
it served more than 1.3 million concurrent live streams during its peak, which
occurred immediately prior to President Obama's inaugural address (Source:
Internal CDN monitoring data). 

CNN's television ratings are not yet available.

Television Numbers for the Inauguration

Update:  TV Newser has numbers up for broadcast TV coverage of the Inauguration

— Andy Plesser, Executive Producer


Recent Videos
Context And Audience Go Hand-In-Hand: Xaxis’ Beaumier

The coming age in which TV adverts can be distributed to different individual viewers based on specific targeting criteria could, in theory, mean an end to the practice of buying ads against particular shows known to pull broad audience demographics. But one ad tech exec doesn’t expect a wholesale ...

Cord-Cutting Is Forcing Smarter TV Ad Offerings: AT&T’s Brown

The emerging prospect of targeting individual TV viewers with ads, no matter what show or channel they’re watching, may be real – but that doesn’t mean the industry should throw out the old practice of buying ads in shows considered to have demographic matches. That’s according ...

Upfronts Won’t Die In TV Renaissance: Magna Global’s Bayer

FORT LAUDERDALE — If you think the coming age of buying addressable, internet-style ads in the blink of an eye is going to mean an end to the TV ad industry as we know it, think again. “I think we’ve entered …a renaissance of television,” Matt Bayer, SVP of advanced TV at Magna ...

Brienna Pinnow, Experian
Experian Gearing To Launch Connected Addressable TV Platform

FORT LAUDERDALE — “This has really been the year of addressable TV. We’ve done literally triple the amount of work compared to 2014,” according to Experian addressable advertising product lead Brienna Pinnow. Now the data company wants to do more? But what exactly? “To develop ...

More Safeguards Needed For Dynamic Ad Creative: Bank of America’s Paskalis

The concept of dynamic ad insertion – through which, consumers would get served a brand ad with different content, depending on their targeting profile – has been talked about for a couple of years now. The exciting reality may be around the corner, if the industry can persuade brands it is a ...

Context Of Viewing Still Matters To Ads: Videology’s CEO

Now that online video ad targeting technology can reach advertisers’ ideal audiences wherever they are watching, what is the use for the old model, in which buyers place their bets on shows with audiences they believed to be matched? The new doesn’t have to trump the old, says video ad tech ...

Too Soon For Dynamic Creative Ads: DISH’s Gaynor

Super-targeted TV advertising is just around the corner, but don’t expect the content of those ads to be served dynamically just yet. That’s according to DISH media sales and analytics VP Adam Gaynor. In this video interview with Beet.TV, he says: “Advertisers no longer need to use ...

Castree On Videology’s “Sand, Rocks & Boulders”

FORT LAUDERDALE — It’s one of the major ad tech vendors promising to define the emerging video advertising space. But what is going on at Videology lately? The way North America MD Tim Castree describes, Videology is a little bit like geology… “Sand — How we can use our ...

Cut The Fraud Bull From Ad Pricing: GroupM’s Gotlieb

If you want to price digital advertising appropriately, don’t just look at the rapidly-growing supply of inventory, look beneath the surface for what is really real. That’s according to veteran ad exec Irwin Gotlieb, the chairman of ad group GroupM. “Supply measured without taking in to ...

Context Still Matters For TV Ads: FreeWheel’s Rothwell

Does the coming age of one-to-one, super-personalized TV ads make the traditional process of buying ads against shows of a particular type dead in the water? Not at all, says FreeWheel agency and brand relations VP James Rothwell, whose company helps place video ads. “Context still matters,” ...

Data Will Set Context Free: SMG’s Scheppach

Advertisers are getting excited by the possibilities for super-targeted TV marketing promised by new ad tech platforms. In fact, to many, it looks like the days of traditional TV ads, which are bought against the context of demographic audience profiles, are numbered. But things are set for a correction, ...

How Simulmedia Tracks The ROI Of Linear TV: VP Storan

FORT LAUDERDALE — It may be old-fashioned linear TV, but that doesn’t mean you can’t bring internet-like next-gen ad measurement to the ‘ol box. That’s what Simulmedia, the ad technology vendor, is doing. Although the company focuses on helping clients find the best inventory ...