Interest in Volkswagen's "Bark Side" Super Bowl teaser ad spiked and then dropped off soon after it was posted online Jan. 18, according to one analysis. But the video still had lots of views.
Clearspring, the developer of the social sharing tool AddThis, suggested that the VW ad was released too early.
The company defines "interest" based on how frequently consumers shared, clicked, or searched for a brand after the launch of a Super Bowl ad.
In contrast, Honda saw one spike and a slight dip in interest in its brand after a 10-second teaser featuring Matthew Broderick reprising his role as Ferris Bueller was posted on YouTube Jan. 26. Interest in Honda spiked again and has held steady since the extended-length Honda CR-V ad was posted Jan. 30.
By Friday afternoon, the VW's "Bark Side" video was viewed 11.3 million times on YouTube; the extended length Honda ad was viewed 10.3 million times.
According to Clearspring, its AddThis sharing platform services more than 11 million sites and 1.2 billion monthly unique visitors.
Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.
June 5, 2013
1:00pm ET / 10:00am PT