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| Vol.
6, No. 8, Dec 2007|
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Presidential Primary Measurement Who's
Winning the YouTube Video Presidential Primary Race in New Hampshire? Thanks to online videos, voters have more opportunities than ever to see the presidential candidates campaign in New Hampshire. YouTube videos about the contenders' activity in the state have increased to more than three hundred per month.
KDPaine and Partners has been tracking the candidates since January, 2007 in YouTube videos that mention New Hampshire, host of the first in the nation primary. Try the Fun Interactive Dashboard! Readers can access the data behind the study at http://www.diydashboard.com, with user name youtube and password kdpaine.
It's a YouTube Horse Race Republican hopeful Ron Paul is ahead online, attracting more than three million views of his videos. Paul's videos account for half of the top 10 most-viewed videos in the study.
John McCain's reply, "Thanks, you little jerk," at a stump speech in New Hampshire to a question about his age, was the most-viewed of any video. It was watched more than 300,000 times. "While we won’t know the final answer until January, what we do know is that there is very little relationship between what people who answer their phones tell the pollsters, and the activity of people who vote on and rate videos on YouTube," said Katie Delahaye Paine, CEO and head of the research project. Clinton Rates Low, Paul Rates High Videos posted by the campaign of front-runner Hillary Clinton were among the least favorably rated among the democratic candidates by YouTube users, who score each video on a one to five scale. Clinton's videos received an average rating of 3.47, compared to 4.80 for videos posted by Paul's campaign and 4.61 for videos posted on the Edwards campaign's channel. YouTube members have their own channels to which they post videos. The most watched channels include those of the Paul, Edwards and Obama campaigns, and of advocacy group MoveOn.org. Although viewers have access to as many as 400 videos in a month, less than 10 percent of videos account for 80 percent of views, a trend that is also true among the other YouTube channels. Stay tuned
for follow-up studies in January. |
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