The disparity between the actual view and the displayed view of some Kpop MVs from Big 3 and Big Hit piqued the interest of netizens. Who would be the artist who is most reliant on ad views?
Kpop fans, in particular, and music fans in general, have long been accustomed to the practice of running advertisements for music videos on YouTube. This is a more effective way to promote the video, and it can also result in a significant increase in views if the ad is successful for a period of time. In general, this is not a bad process, but when artists become too reliant on it, and ad views account for more than half of the displayed view, things have started to go south.
Recently, netizens discovered that the actual view of NCT Dream’s MV ‘Hot Sauce’ is not as high as they see it. Accordingly, Knets pointed out that nearly 63% of the views of this MV are from advertising, while the actual figures according to Youtube Charts are much lower. Since then, many other netizens have continued to apply the same method to find out about the number of views of some typical Kpop MVs recently to see if there are other cases similar to NCT Dream.
The method that netizens use to compare the difference between the displayed view (with ads) and the actual view
First and foremost, we must note that in the first 24 hours, Youtube stopped counting ad views. This means that the views seen under the Kpop MV within the first 24 hours of release are the real views.
If After this point, if the MV has an ad, the number of ad views will begin to be counted towards the number of views displayed. However, in Youtube’s official MV charts (Youtube Charts), advertising views are removed and only real views are counted. Viewers can also verify the actual view of any MVs on Youtube Charts if they have reached the charts within a certain time frame.
Netizens can compare the MV’s data in the Youtube Chart at a specific time (usually 1 week with a weekly chart) to the MV’s views at the same time span to see if there is a significant difference. A large part of the reason for this discrepancy is due to ad views.
SM ENTERTAINMENT
SM Entertainment does a great job of promoting its artists, and one of the ways they do so is by airing advertisements for their music videos. However, it can often ‘backfire’ when netizens discover that the views of certain company artists are highly reliant on ad viewing, with a rate of up to 50%. It appears that SM is focusing on promoting NCT’s MVs.
NCT Dream – ‘Hot Sauce’
- Release date: 10/5/2021.
- Number of views displayed from May 10 to May 13: According to NCT Dream’s fanbase as well as actual display data on counters, the group recorded up to 63.2 million views.
- Number of views on Youtube Charts from May 10 to May 13: 23.6 million views.
- Number of views from advertising: 39.6 million views – 62.7%
NCT U – ‘Make A Wish’ (Birthday Song)
- Release date: 12/10/2020.
- Number of views displayed from October 12 to October 15: According to NCT’s fanbase as well as actual display data on counters, the group recorded about 47.3 million displayed views.
- Number of views on Youtube Charts from October 12 to October 15: 17.8 million views.
- Number of views from advertising: 29.5 million views – 62.4%
Kai (EXO) – ‘Mmmh’
- Release date: 11/29/2020.
- Number of views displayed from November 29 to December 3: According to Kai’s fanbase (EXO) as well as actual display data on counters, the male idol recorded about 15.5 million views.
- Number of views on Youtube Charts from November 29 to December 3: 12.6 million views.
- Number of views from the ad: 2.9 million views – accounted for 18.7%
JYP ENTERTAINMENT
Besides SM, JYP is also a company that focuses on promoting artists’ MVs by running ads. For example, recent MVs of GOT7, TWICE, and ITZY can be mentioned. However, compared to the two senior groups, ITZY is more dependent on advertising views, which also means that JYP focus on promoting ITZY.
GOT7 – ‘Breathe’
- Release date: 11/23/2020.
- The number of views displayed from November 23 to November 26: According to GOT7’s fanbase as well as the actual display data on the counters, the group recorded about 18.6 million views.
- Number of views on Youtube Charts from 11/23 to 11/26: 12.1 million views.
- The number of views from the ad: 6.5 million views – accounted for 34.9%
TWICE – ‘I Can’t Stop Me’
- Release date: October 26, 2020.
- Number of views displayed from October 26 to October 29: According to TWICE’s fanbase as well as the actual display data on the counters, the group recorded about 58.1 million views.
- Number of views displayed on Youtube Charts from October 26 to October 29: 36.5 million views.
ITZY – ‘Mafia in the Morning’
- Release date: April 30, 2021.
- The number of views displayed from April 30 to May 6: According to ITZY’s fanbase as well as the actual display data on the counters, the group recorded about 68 million views.
- Number of views on Youtube Charts from April 30 to May 6: 32.2 million views.
- The number of views from the ad: 36.4 million views – accounted for 53.1%
YG ENTERTAINMENT
According to netizens, before 2019, YG used to run ads for BLACKPINK’s MVs. However, now the company is said to have stopped running ads for the group. So if the data shown below has a difference, it is likely that the fan is running ads for the group. If the difference is not much, it is possible that the MV does not have advertising views, but the display data has been deducted by Youtube after excluding spam.
BLACKPINK – ‘Lovesick Girls’
- Release date: October 2, 2020.
- Number of views displayed from October 2 to October 8: According to BLACKPINK’s fanbase as well as the actual display data on the counters, the group recorded about 136.4 million views.
- Number of views on Youtube Charts from October 2 to October 8: 135 million views.
- The number of views from the ad: 1.4 million views – It seems that there are no ad views because the difference is not much. The displayed view may have been deducted by Youtube later because of the spam view removal.
BIG HIT ENTERTAINMENT
According to netizens, Big Hit has never had a policy of running artists’ MV ads. So if the data shown below has a difference, it is likely that the fan is running ads for the group. If the difference is not much, it is possible that the MV does not have advertising views, but the display data has been deducted by Youtube after excluding spam.
BTS – ‘Dynamite’
- Release date: August 21, 2020.
- The number of views displayed from August 21 to August 27: According to BTS’s fanbase as well as the actual display data on the counters, the group recorded about 223.8 million views.
- Number of views on Youtube Charts from August 21 to August 27: 220 million views.
- Number of views from the ad: 3.9 million views – It seems that there are no ad views because the difference is not much. The displayed view may have been deducted by Youtube later because of the spam view removal
Conclusion
The examples given in this article are only a few of the many that netizens have come up with to show how running ads can help an artist gain more views. Not all artists run MV ads, but data analysis will reveal who relies heavily on ad views and who does not.
Most internet users are aware that companies often run advertisements to support MVs. However, mixed feelings arise because many people believe that running advertisements is often excessive, as in the cases of NCT and ITZY. Some music shows include SNS (Youtube views) in their scoring, which can lead to unfair competition.
Furthermore, netizens praised BTS and BLACKPINK. They don’t run advertisements at the moment, but they still set a lot of records on Youtube.
Source: tinnhac
