youtube vs. superbowl

Came across an interesting article in Ad Age today. Er, rather, the article is pretty dry and dull, but the headline is intriguing:

Better ROI From YouTube Video Than Super Bowl Spot

The article goes on to talk about Dove's Campaign for Real Beauty and their recent 75-second viral spot that "has reaped more than 1.7 million views on YouTube and has gotten significant play on TV talk shows "Ellen" and "The View" as well as on "Entertainment Tonight." It's also brought the biggest-ever traffic spike to CampaignForRealBeauty.com, three times more than Dove's Super Bowl ad and resulting publicity last year." Now granted, for comparison's sake:

placement on Youtube: $0
vs.
75-second spot in the Superbowl: $5mil (or so)

but considering the website traffic and publicity, I say the results are "priceless" (okay, totally cheesy Mastercard rip off... but, hey, I'm in advertising... it's allowed.)

In case you haven't seen the spot, visit: http://www.campaignforrealbeauty.com/home_films_evolution_v2.swf

Full Ad Age article here: http://adage.com/article?article_id=112835