Overview
The McCain campaign has put very little effort into their YouTube campaign. McCain’s videos generally are television ads he has put on TV. None of them have reached viral status. The following is a breakdown of McCain’s YouTube Channel:
Joined: February 23, 2007
Most Viewed:
Most Discussed:
Videos
John McCain's rate of video posting has had two distinct phases during the campaign season. In December and early January, his video posting rate was fairly low. As the Republican primary season heated up in late January, the rate of videos being posted jumped, followed by a slight decrease after McCain clinched the election in early March.
Throughout the month of March, John McCain received a huge spike in views due to two very popular videos. The first one was a web ad titled Man in the Arena, an homage to Theodore Roosevelt's famous speech. It was created shortly after McCain clinched the nomination in early March. The other video was a TV ad posted on March 27th. These videos received 227,803 and 265,763 views, respectively.
Video Breakdown
McCain's primary form of YouTube presence comes in the form of advertisements and news clips. This signals that the McCain campaign has not gone very far out of the way to create content for YouTube. The following is a breakdown of the types of videos the McCain campaign has been posting:
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John McCain Video Statistics |
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Dec. 1st - May 27th |
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Frequency |
Percent |
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Commericals |
47 |
42.0 |
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Personal Stories |
3 |
2.7 |
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News Clips |
32 |
28.6 |
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Speeches |
13 |
11.6 |
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Interviews |
4 |
3.6 |
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Debates |
0 |
0 |
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Other |
23 |
20.5 |
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Total Videos |
112 |
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Average Views |
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Median Views |
6,592 |
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Standard Deviation: |
50,726 |
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Total Video Views: |
2,384,700 |
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Trends
McCain’s rate of posting videos was highest while the Republican primary was still taking place. After the nomination was secured in early February, the McCain campaign practically stopped posting videos until early April.
The most interesting video trend for John McCain is the trend in posting news clips. The number of news clips posted by the McCain campaign saw a huge increase from early February to early March. Most of these videos are announcements of McCain winning a primary or an endorsement from an important political figure. After this flurry of posts, McCain oddly stopped posting news clips.
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John McCain