Space Jump Gets Viewers. But Does Branded Content Really Fly?

Wave Goodbye to Branded Content Myths

Humanity loves watching the truly daring. From NASA projects to high altitude ballooning and trips around the world, my adult life has been paced by some fascinating events.

So it was with tremendous awe, excitement and fun on Sunday that my family watched the TiVO playback of Discovery Channel coverage of the space jump – where Felix Baumgartner jumped from 128,000 feet, lost control in a tumble, fell at more than the speed of sound, then opened a parachute and landed on his feet. (And, tested a possible high altitude emergency escape for astronauts.)

This morning we find that apparently around 8 million YouTube viewers watched the event. (Link here.) (As always…we’re not really certain what a YouTube viewer means since I can count as 15 YouTube viewers given all the devices I use.)

True to form the online advertising enthusiasts are ready to jump on these numbers as “proof” of the power of branded content. Branded content? Articles I read today remind me that Red Bull sponsored the jumper (I’d forgotten already). So, enthusiasts are taking “sponsored” and deciding that it is clearly “branded content”. Whatever.

Anyway, when it comes to numbers we need to be more skeptical.

What the Space Jump Really Proves is That Traditional Media Remains the Best Driver of Demand. After all…

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