YouTube ranks the trailers of Oscar nominated movies, revealing which ones generated the most buzz

YouTube has ranked the most popular Oscar movie trailers, democratising the vote – if it was decided by how many people tuned in to the trailer.

Trailer views are regarded as barometer of the success (or failure) of a movie’s marketing campaign, a vital component to any Oscar push.

Google’s video platform compared the performance of the nine Best Picture nominated movies, La La Land, Arrival, Hacksaw Ridge, Lion, Fences, Hidden Figures, Manchester By The Sea, Moonlight and finally Hell or High Water.

Accumulatively across YouTube, arguably the main platform for movie trailers, although that could be contended by Facebook, the Best Picture nominees garnered three million hours of viewing time – not bad for short video teasers.

Here’s the trailers, from most viewed – to least.

La La Land – 22.2m views

Studio: Lionsgate

Media Agency: Mindshare

Arrival – 16.99m views

Studio: Paramount

Media Agency: MEC

Hacksaw Ridge 14m views

Studio: Lionsgate

Media Agency: Mindshare

Lion 6.9m views

Studio: The Weinstein Company

Media Agency: Palisades

Fences 6m views

Studio: Paramount

Media Agency: MEC

Hidden Figures 5.9m

Studio: 20th Century Fox

Media Agency: Assembly

Manchester by the Sea 5.76m

Studio: Roadside/Amazon

Media Agency: Mindshare

Moonlight 4.77m views

Studio: A24

Media Agency: Operam

Hell or High Water 4m views

Studio: Lionsgate

Media Agency: Mindshare

Earlier this month, The Drum tasked Martin Grimer, executive creative director at Aesop Agency, to see what this year’s Oscars contenders have to offer judged on the ‘performance’ of the poster alone.

The Oscars air on Sunday 26 February. Behind the Super Bowl’s $5m 30 second ad slot price, the Oscars are the second most expensive TV event for advertisers to get in on.

Article Written by John McCarthy of The Drum