The Census Bureau Is Not a YouTube Sensation

My Two Census declares the Census Bureau’s marketing campaign a flop, based on data from its YouTube channel:

The Portrait of America video has just over 6,500 hits…which would sound pretty pathetic for a 10 month campaign if only it wasn’t revealed that the other six videos posted 10 months ago each received between 347 and 1,305 hits. In the series of videos posted 6 months ago, the most widely-watched video, about the address-canvassing operations, has been viewed a measly 1,083 times. (This means that only a tiny fraction of the workers involved in this process even watched the video…)

For comparison, 1,700,000 people watched Google’s Super Bowl ad on YouTube. And “How Many Times Must Our Health Care Fail,” the song I linked to in this post, has been viewed 3,700 times.

My Two Census’ numbers don’t reflect the Census Bureau’s full impact on YouTube, because they don’t take into account the separate channel that the Bureau created for its Super Bowl ad. The ad features an imaginary film director named Payton Schlewitt, and it can be found — along with other clips of Schlewitt’s antics — on the Payton Schlewitt channel. There, the numbers are better. The ad itself drew 117,300 hits within five days. Another video of Schlewitt and his cohorts, which highlights the fact that animals are not counted in the Census, is up to 1,400 hits, also after only a few days.

So, the numbers aren’t as bad as they would appear from the Census Bureau’s channel alone. Still, My Two Census has a point. Payton Schlewitt’s viewership pales next to Google’s. And, of the people who watched the Census ad, many reacted unfavorably. Viewers rated it a mediocre two-and-a-half stars, and several comments complain that taxes had to pay for it.