The Key for TV to Viral Vid: Questions

from Ad Age:

According to Visible Measures, which charts online video viewing trends and
has measured the videos associated with Microsoft's $300 million ad campaign,
the Seinfeld/Gates ads are squashing the "I'm a PC" ads by a
margin of 4.3 million viral video views. Both ads had about equal video
placements (about 75 each).

Visible Measures points out that while the Seinfeld/Gates
clips came out two weeks earlier than the "I'm a PC" ads,
Seinfeld/Gates drew twice as many viewers their first week in market than the PC
ads did.

After two weeks in market, Visible Measures says, "Seinfeld/Gates was still
collecting more than 700,000 views per day, while the 'I'm a PC' clips had
tapered off to less than 50,000 views per day."

Why might this be?

Microsoft sparked a dialogue in the Seinfeld ad that isn't there in PC ads.

"So much viral video is basically word of mouth. And when you build a
question into the creative, it gives people something to talk about," said Matt
Cutler, VP-marketing and analytics at Visible Measures Corp.

That, in turn, drives things like comment counts and the views-to-comments
ratio and, said Mr. Cutler, there's a positive correlation between commenting
and viral growth. He also suggested the types of comments were quite different
between the two types of ads: The Seinfeld/Gates ads had more adjectives in
them, while comments in PC ads had more nouns, suggesting a more emotional
response to Seinfeld/Gates ads.