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Advertising Games: Lionel Messi is better than supermodel Kate Upton

Advertising Games: Lionel Messi is better than supermodel Kate Upton

Last week, EA Sports started airing a new Christmas commercial advertising its FIFA 15 soccer game. It features FC Barcelona star Lionel Messi taking on Chelsea midfielder Eden Hazard in a FIFA 15 match while snowmen and holiday ornaments sing all around them. The 50 second spot is on television networks, but it is online where the ad is really catching on, according to iSpot.tv, which is a website that tracks ads live as they happen on TV and the Internet. The commercial has more than 1.6 million online views from Dec. 5 through Dec. 17. Compare that to the TV version of developer Machine Zone’s ad for Game of War starring swimsuit model Kate Upton, which only has around 200,000 online views over an even longer period of time (although other forms of the ad have many more views).

 

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While both of these ads are appearing on television, EA and Machine Zone can get a lot more from them online, since it’s a far less expensive medium for marketers. In fact, iSpot.tv estimates that 100 percent of online views for the FIFA 15 video were completely organic. That means that EA didn’t pay to play the video for others. Again, compare that to Upton and Game of War, which iSpot.tv estimates paid for more than a third of its 200,000 views. The company bases these figures on its own model that monitors user interactions with each video, and it’s one that the company claims is consistent with what advertisers see within their own analytics.

The end result is that EA is paying to air some ads on TV, but the popularity of Messi and Hazard are helping to carry the video to far more people. Meanwhile, Machine Zone is plunking down millions for the TV spots and then even more on top of that to get some views on the Web.

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