Game maker Supercell is the big winner on Adweek and Google's year-end YouTube Ads Leaderboard list for 2015, ranking the most-viewed commercials posted to the video site. But the top 10 list is hardly all mindless diversion.
Ads for two different Supercell games, Clash of Clans and Boom Beach, were among the four most-viewed spots of the year. And the Clash of Clans spot—which ran on the Super Bowl and starred Liam Neeson—nabs the No. 1 spot.
Elsewhere among the top 10, though, there was lots of emotional, uplifting and socially engaged messaging. The Ad Council's "Love Has No Labels" and the latest installment of the Always "Like a Girl" campaign both placed among the top six. And a fascinating social experiment about domestic violence, made for an Italian website, made the list too.
Hyundai finished at No. 2 with "A Message to Space." Adidas, Durex, Samsung and Budweiser also have spots in the top 10. (In case you're wondering, Android's "Friends Furever" spot—which was released in 2015 and is now the most shared ad ever, per Unruly—doesn't make this list because it had a lot more views on Facebook and "only" about 25 million on YouTube.)
The top 10 ads combined for 470 million views in 2015, compared to 425 million for last year's top 10. Nearly two-thirds of those 470 million views happened on mobile.
Kate Stanford, head of global advertiser marketing at YouTube, analyzes this year-end Leaderboard in an Adweek Voice op-ed, which could can read here:
See all 10 spots below.
Note: To be eligible for Adweek and Google's YouTube Ads Leaderboard, videos must be marked as ads on YouTube (i.e., they get some paid views) but must also earn significant organic views. The algorithm factors in paid views, organic views and audience retention (how much of a video people watched).