YouTube ranks the trailers of Oscar nominated movies, revealing which ones generated the most buzz
YouTube has ranked the most popular Oscar movie trailers, democratising the vote – if it was decided by how many people tuned in to the trailer.
Trailer views are regarded as barometer of the success (or failure) of a movie’s marketing campaign, a vital component to any Oscar push.
Google’s video platform compared the performance of the nine Best Picture nominated movies, La La Land, Arrival, Hacksaw Ridge, Lion, Fences, Hidden Figures, Manchester By The Sea, Moonlight and finally Hell or High Water.
Accumulatively across YouTube, arguably the main platform for movie trailers, although that could be contended by Facebook, the Best Picture nominees garnered three million hours of viewing time – not bad for short video teasers.
Here’s the trailers, from most viewed – to least.
La La Land – 22.2m views
Studio: Lionsgate
Media Agency: Mindshare
Arrival – 16.99m views
Studio: Paramount
Media Agency: MEC
Hacksaw Ridge 14m views
Studio: Lionsgate
Media Agency: Mindshare
Lion 6.9m views
Studio: The Weinstein Company
Media Agency: Palisades
Fences 6m views
Studio: Paramount
Media Agency: MEC
Hidden Figures 5.9m
Studio: 20th Century Fox
Media Agency: Assembly
Manchester by the Sea 5.76m
Studio: Roadside/Amazon
Media Agency: Mindshare
Moonlight 4.77m views
Studio: A24
Media Agency: Operam
Hell or High Water 4m views
Studio: Lionsgate
Media Agency: Mindshare
Earlier this month, The Drum tasked Martin Grimer, executive creative director at Aesop Agency, to see what this year’s Oscars contenders have to offer judged on the ‘performance’ of the poster alone.
The Oscars air on Sunday 26 February. Behind the Super Bowl’s $5m 30 second ad slot price, the Oscars are the second most expensive TV event for advertisers to get in on.