Targeted Victory

OVERVIEW
There are 19 state committees that appear to have no presence on YouTube; that breaks down as 4 for Republican state committees (State GOP) and 15 for Democrat state committees (State DEM).  There are 2 states in which neither state committee has a presence on YouTube (Connecticut and Kentucky).

Views
State GOP’s have an 84.53% advantage over State DEM’s in total views, with 2,257,884 to 1,223,568, respectively.  State GOP’s average 5,191 views per congressional district (CD) versus 2,813 for the State DEM’s.

State GOP versus State DEM (YouTube_Views)(05/28/2010)

The same results as the state committees are found with the national committees.  The Republican National Committee (RNC) has a 85.15% advantage over the Democratic National Committee (DNC) in total views, with 3,415,631 to 1,844,681 respectively.  The RNC averages 7,852 views per congressional district versus 4,241 for the DNC.

RNC versus DNC (YouTube_Views)(05/28/2010)

Uploads and Views/Upload
State GOP’s have a 29.55% edge over the State DEM’s in the # of videos uploaded, with 1,565 to 1,208, respectively, along with a 31.39% advantage in views/upload, with 1,480 to 1,126.  This means that State GOP’s are creating more content while also doing a better job of promoting it than State DEM’s.

State GOP versus State DEM (YouTube_Uploads)(05/28/2010)

The RNC holds a 35.48% edge over the DNC in the # of videos uploaded, with 210 to 155, respectively along with a 36.67% advantage in views/video, with 16,625 to 11,901.  This means that the RNC is both creating more content while also doing a better job of promoting it than the DNC.

RNC versus DNC (YouTube_Uploads)(05/28/2010)

STATE VERSUS NATIONAL
The RNC has a 32.20% advantage over State GOP’s  in total views, with 3,415,631 to 2,315,647, respectively.  The same result is found on the Democrat side with the DNC holding a 26.26% advantage over the State Dem’s in total views, with 1,844,681 to 1,360,354, respectively.

The most interesting part of these numbers is that the State GOP’s hold an advantage over both the DNC and State DEM’s.

National Committee versus State Committee (YouTube_Views)(05/28/2010)

WHICH STATE COMMITTEES ARE PERFORMING THE BEST ON YOUTUBE?
Views
The Tennessee Republican Party (TN GOP) has the most views for State GOP’s with 845,268 (93,919/CD), while the Kansas Democratic Party (KS DEM) leads the way for State DEM’s with 264,977 (66,244/CD).

Both of these groups also hold the largest lead over their in-state counterpart in terms of views per congressional district (CD).

Best State Committee by Congressional District (YouTube_Views)(05/28/2010)

Uploads and Views/Upload
The Ohio Republican Party (OH GOP) has the most videos  uploaded for State GOP’s with 237, while the Virginia Democratic Party (VA DEM) leads the way for the State DEM’s with 173.

Both of these groups also hold the largest lead over their in-state counterpart in terms of views per congressional district (CD).

Best State Committee by Congressional District (YouTube_Uploads)(05/28/2010)

BATTLEGROUND STATES
Views
State GOP’s hold an advantage for views per CD in 28 states, compared to 20 for State DEM’s (2 states are tied), as well as a lead in terms of the electoral college (286 to 234).

Head to Head (YouTube_Views)(05/28/2010)

In the race for the U.S. Senate, State GOP’s hold an advantage in 4 of the 10 races (2 are tied) for views, identified as “toss up” by the Cook Political Report (05/20/2010).

Senate Toss Ups (YouTube_Views)(05/28/2010)

In the 2010 Gubernatorial Election, State GOP’s have an advantage in 8 of the 17 races (1 is tied), identified as “toss up” by the Cook Political Report (04/15/2010).

Gubernatorial Toss Ups (YouTube_Views)(05/28/2010)

Uploads and Views/Upload
State GOP’s hold an advantage for videos uploaded in 24 states, compared to 22 for State DEM’s (4 states are tied), as well as a lead in terms of the electoral college (257 to 247).

Head to Head (YouTube_Uploads)(05/28/2010)

In the race for the U.S. Senate, State GOP’s hold an advantage in 3 of the 10 races (2 are tied) for views, identified as “toss up” by the Cook Political Report (05/20/2010).

Senate Toss Ups (YouTube_Uploads)(05/28/2010)

In the 2010 Gubernatorial Election, State GOP’s have an advantage in 8 of the 17 races (2 are tied), identified as “toss up” by the Cook Political Report (04/15/2010).

Gubernatorial Toss Ups (YouTube_Uploads)(05/28/2010)

CONCLUSION
Views
State GOP’s account for 6 of the top 10 rankings for views by congressional district and hold an advantage in 28 of the 50 states across the country (2 are tied).   State GOP’s have been more effective to this point at developing an audience for their videos which will play a significant role in their ability to push their persuasion message out to the right leading up to Election Day.

Uploads and Views/Upload
State GOP’s account for 5 of the top 10 rankings for video uploads and hold an advantage in 24 of the 50 states across the country (4 are tied).  In order to sustain an audience (views) for your content, you must provide a consistent stream of content to keep the end user engaged.  This is a number that we are hoping to see substantial growth in during the coming months as state committees find more ways to reach their targets through this medium.

COMPLETE DATA
The tables below provide a breakdown of the 100 state committees, ranked by the number of views per congressional district as well as video uploads.

TV_DigitalLandscapeReportsStateCommittees_YouTube05-28-2010.xlsx