In "McCain takes lead on YouTube hits", Stephen Dinan of the Washington Times, in a feat as amazing as squeezing raindrops from a rock, concludes from the number of hits on McCain's YouTube channel that McCain has "figured out the younger generation just fine." Dinan's article echoes what's been chattered about on cable news coverage of McCain's "Celeb" ad--that the ad's YouTube popularity is allegedly evidence that younger voters are "tuning in" to John McCain:
Mr. McCain has pumped out a series of brutal yet entertaining attack ads and Web videos mocking the press and Mr. Obama, and the combination of wit and insult has pushed his YouTube channel to the sixth most watched on the site this week. Mr. McCain has beat Mr. Obama's channel for seven straight days and 11 of the past 14 days, in a signal he intends to compete for the YouTube vote.
That is a giant reversal. Mr. Obama had been quadrupling Mr. McCain's YouTube views and beat him every day since February, according to TubeMogul, which tracks online video
Dinan admits that Obama's YouTube channel still dominates with 51 million views, but states that McCain is "catching up" with 4.1 million hits.
Equating YouTube hits with candidate popularity or relevance is obviously a flawed calculus which is easily embraced by those eager to pump out a "tech in 2008" story. Yes, McCain's two most recent ads - "Celeb" and "The One" -- have indeed been YouTube hits. "Celeb" boasts 1.9 million hits, and "The One" has been viewed some 1.1 million times.
Yet, while McCain's "Celeb" ad and "The One" ad have received over a million hits each, those are the only two McCain ads to have crossed that threshold. All of McCain's other ads are lucky to break 300,000 hits. In contrast, Obama's ads almost universally break the 1 million hit barrier, with his race speech having almost 5 million hits.
But the hits are not what's important. Just because you slow to look at a car wreck doesn't mean you love the carnage of the accident. People are looking at the "Celeb" and "The One" ads out of curiosity, and not because youth voters can be wooed by Britney Spears and Paris Hilton references.
To disprove Dinan's entire article, one need only look at how YouTube users have rated McCain's ads. Sure, people are flocking to McCain's channel these last couple of weeks, but both ads barely garner a two-star rating (on a five-star scale). Indeed, most of McCain's ads receive less three stars or less. Obama's ads all have either four or five star ratings.
So, in short, people are flocking to see the McCain ads for the same reason people flocked to see Paris's sex tape---some things are so bad, you can't help but look.
Need more evidence that McCain isn't making any inroads with the YouTube crowd? A recent Democracy Corps poll reinforces the fact that the youth vote is Obama's--and Obama's alone:
The most recent national survey of young voters conducted by Democracy Corps and Greenberg Quinlan Rosner finds that the last six weeks have not dulled young people’s support for Barack Obama, despite the inauguration of a Republican attack machine. The new research finds the same convincing margin (27 points) as last month.
And really, when Paris Hilton's ad---which says McCain is so old he remembers when dancing was a sin and beer was served in a bucket -- already has almost 6.4 million hits and has received rave reviews, any claim that McCain nets a positive out of this is just absurd.
Those seeking to gauge candidate support among the "kids" are best served not by simply adding up YouTube view counts, but by looking at what really counts--how they are showing their support for a candidate, both on and offline. Who are they organizing for on college campus? Are they buying up Obama shirts or McCain shirts? Are they dipping into their Ramen noodle budget to donate to Republicans or Democrats? Are they getting up early on a Saturday morning to attend an Obama rally or a McCain Townhall? Those are hard indicators of which candidate best relates to the youth of this nation. And all indicators are that McCain, even with his new snarky ads, just isn't cutting it.