Well I guess that depends a lot from market to market. For example, here in Portugal both Coca Cola and McDonalds use youtube a lot (well coca cola used to adve

Well I guess that depends a lot from market to market. For example, here in Portugal both Coca Cola and McDonalds use youtube a lot (well coca cola used to advertise more overall, now, not so much - maybe because other brands present no threat in this market). But mass market companies can afford the "waste" broad media has, and can afford frequency - so they pump a lot of GRPs to achieve their goals... a lot of reach and quite some frequency.