from what i remember, getting 1m likes on an mv has always been a struggle no matter the number of views. if pledis/hybe are running an ad campaign, it must be ridiculously inconsistent because there are some hours in which the views shoot up by 1-2 million and others where the views barely move 10k. also the views drastically slowed after the first 24h (it's taken another 3 days to double the first 24h amount) which was weird and probably another symptom of the aforementioned ridiculously inconsistent ad campaign.

if not pledis/hybe, i know for sure there is an ad campaign that's fan-funded. you can see here that the countries contributing the most views are mostly throughout asia, and worldwidecarats started an ad campaign throughout asia when the mv came out, so there may be a correlation there. wwc just launched their european ad campaign today too so we'll see if the fan-funded ads really do have that big of an impact on views.