The end result is that EA is paying

The end result is that EA is paying to air some ads on TV, but the popularity of Messi and Hazard are helping to carry the video to far more people. Meanwhile, Machine Zone is plunking down millions for Fifa 16 XBOX One Coins the TV spots and then even more on top of that to get some views on the Web.

While both of these ads are appearing on television, EA and Machine Zone can get a lot more from them online, since it's a far less expensive medium for marketers. In fact, iSpot.tv estimates that 100 percent of online views for the FIFA 15 video were completely organic.

That means that EA didn't pay to play the video for others. Again, compare that to Upton and Game of War, which iSpot.tv estimates paid for more than a third of its 200,000 views. The company bases these figures on its own model that monitors user interactions with each video,  Fifa 16 PS4 Coins and it's one that the company claims is consistent with what advertisers see within their own analytics.http://www.fifa16shop.com/