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Posted by nofixman796 pts Saturday, May 15, 2021

How paid advertising affects MV views

Artists mentioned in this article from left to right, top to bottom: TWICE, NCT, GOT7, KAI of EXO

K-pop fans are no strangers to seeing their favorite artists on YouTube ads. Entertainment companies and fanbases have been paying thousands of dollars to get artists' MVs used as ads on YouTube for a long time. There seem to be many fans who see paid advertisements as a good strategy to have their favorite artists introduced to new people and boost MV views at the same time, as well as those who think this is a manipulation of numbers to create a false image of popularity and might be unfair to less popular artists whose labels can't afford to spend much money on paid advertisements.

Let's start with how paid video advertisements affect MV views. As stated in a blog post released by The YouTube Team, YouTube no longer counts paid-ad views in their YouTube Music Charts calculation and when looking at a 24-hour record debut as of September 2019. As reported by Forbes, paid ad views still contribute to view counts outside of these, including the view counter on YouTube's website and mobile apps. According to YouTube Help, paid ad views are counted as views when "someone watches at least 30 seconds of an ad that’s more than 30 seconds long."

What exactly are YouTube Music Charts,  specifically Top Music Videos chart and 24-hour record debuts? Top Music Videos chart is a weekly chart that ranks official MVs by view count from every Friday, 12:00 AM ET to Thursday, 11:59 PM ET. 24-hour record debuts are the MVs with the highest views within the first 24 hours of the video’s public release. They are different from the view count on YouTube or mobile apps at the 24-hour mark and are usually announced by YouTube spokespersons. Both YouTube Music Charts and 24-hour debuts count views only from "organic sources." According to YouTube, this includes direct links to the video, search results, external sites that embed the video, and YouTube features like the homepage, watch next, and Trending.

The most recent examples of idols with large fanbases and/or from big companies getting major view boosts on their MVs are ITZY's 'In the morning' MV (JYP Entertainment) and NCT DREAM's 'Hot Sauce' MV (SM Entertainment).

As seen on the Top Music Videos chart, ITZY's 'In the morning' MV (Released: April 30, 2021, at 12:00 AM ET) garnered 32.2 million organic views in 7 days. According to

on Twitter, the MV had approximately 68.6 million views on the view counter around the same time. There was a 36.4 million difference in views coming from paid advertisements (53.1% of total).

'Top Music Videos' Tracking Period: April 30-May 6, 2021

As seen on the Top Music Videos chart, NCT DREAM's 'Hot Sauce' MV (Released: May 10, 2021, at 5:00 AM ET) garnered 23.6 million organic views in 3 days and 19 hours. According to 

 on Twitter, the MV had approximately 63.2 million views on the view counter around the same time. There was a 39.6 million difference in views coming from paid advertisements (62.7% of total).

'Top Music Videos' Tracking Period: May 7-May 13, 2021

Doubling or tripling MV views is certainly not easy for smaller entertainment companies and fanbases. According to a Rolling Stone report, some labels “might shell out between $20,000 and $60,000 in the first 24 hours and up to $100,000 in extreme cases.”

Interestingly, the amount of paid-ad views seem to differ from artist to artist under the same label as well.


As seen on the Top Music Videos chart,

 on Twitter, the MV had approximately 47.3 million views on the view counter around the same time. There was a 29.5 million difference in views coming from paid advertisements (62.4% of total).

'Top Music Videos' Tracking Period: October 9-October 15, 2020

As seen on the Top Music Videos chart,

on Twitter, the MV had approximately 15.5 million views on the view counter around the same time. There was a 2.9 million difference in views coming from paid advertisements (18.7% of total).

'Top Music Videos' Tracking Period: November 27-December 3, 2020

Both NCT U and KAI are under SM Entertainment and released their MVs in the last quarter of 2020. However, NCT U's MV received significantly more paid ad views than KAI's.

A different occurrence seems to have happened in JYP Entertainment. As seen on the Top Music Videos chart,

on Twitter, the MV had approximately 58.1 million views on the view counter around the same time. There was a 21.6 million difference in views coming from paid advertisements (37.2% of total).

'Top Music Videos' Tracking Period: October 23-October 29, 2020

As seen on the Top Music Videos chart,

 on Twitter, the MV had approximately 18.6 million views on the view counter around the same time. There was a 6.5 million difference in views coming from paid advertisements (34.9% of the total).

'Top Music Videos' Tracking Period: November 20-November 26, 2020

Both TWICE and GOT7 were under JYP Entertainment at the time and released their MVs in the last quarter of 2020. Despite TWICE's MV receiving approximately 15.1 million more paid ad views than GOT7's, the percentage of views both MVs have from paid advertisements are very close.

Lastly, it is important to point out the number of views on the Top Music Videos chart, and the YouTube view counter doesn't differ much when MVs don't rely on paid advertisements for views. Some examples are BLACKPINK's 'Lovesick Girls' as well as BTS's 'Dynamite.'

Lovesick Girls had a difference of 1.4 million views, and Dynamite had a difference of 3.8 million views, which are 1% and 1.7% of total respectively.

DISCLAIMER: This article doesn't suggest that the MVs mentioned above are the only ones that used paid video advertising or that there are entertainment companies/fanbases that never used paid video advertising.

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  1. BLACKPINK
  2. BTS
  3. Kai
  4. GOT7
  5. ITZY
  6. NCT
  7. NCT U
  8. NCT Dream
  9. TWICE
115 43,721 Share 78% Upvoted
 
NineMusesMinha
NineMusesMinha1,151 pts Saturday, May 15, 2021 4
Saturday, May 15, 2021

me who has ad block

44 (+45 / -1)
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stan-sm-groups
stan-sm-groups1,859 pts Saturday, May 15, 2021 0
Saturday, May 15, 2021

it's upsetting to see the actual groups getting blamed for this when it's actually the company's doing. this has been common with big companies for a while though, nothing new.

21 (+25 / -4)
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