Each week Variety publishes ListenFirst Digital Audience Ratings (DAR) – Film, a measurement of fan engagement across all the major digital platforms as it relates to film (see the TV version here). Provided by ListenFirst Media, DAR – Film measures what entertainment content is resonating most across Facebook, Google+, Instagram, Tumblr, Twitter, YouTube and Wikipedia combined. For more on the methodology behind DAR, scroll to the bottom of the article.
|Digital Audience Ratings (DAR) – Film|
|Weekly Top 5||Wednesday Dec 17, 2014 – Tuesday Dec 23, 201. 4|
|3||3||The Hobbit: The Battle of the Five Armies||3,637|
|First time on the chart|
|Trending||Wednesday Dec 17, 2014 – Tuesday Dec 23, 2014|
|The Longest Ride||974||+31,277%|
- With a holiday opening in sight (12/25), Warner’s “American Sniper,” directed by Clint Eastwood, secured the #1 spot as the most engaging film of the week. Fans flew to Facebook and YouTube to watch the new final trailer, responsible for 96% of this week’s DAR-Film engagements. Clint wasn’t the only Eastwood on top: The “The Longest Ride,” starring Eastwood’s son, Scott, also topped the Trending leaderboard this week after a poster and trailer release.
- Tim Burton’s “Big Eyes” is staring down a 12/25 release as well, after debuting on both Top 5 and Trending leaderboards this week. A new TV spot, “Work of Art,” was released in both :30 and :60 second form. On top of driving a 6,000% DAR-Film increase over last week, the spots also featured “Big Eyes’” three Golden Globe Nominations, continuing awards buzz.
- “The Interview” interest is at an all-time high. The controversy drove a 2,400% jump in Twitter engagement and nearly 800k Wikipedia searches this week –ranking “The Interview” as the most popular film on both platforms. After holding within the Top 5 for three weeks in a row, “The Interview” finally debuted in select theaters this Christmas.
- Alongside only December releases, “The Divergent” series’ “Insurgent” remained within the Top 5 films for the second week in a row, despite a March release date. More than a week after its trailer launch and three months out from opening, the trailer continues to pick up 300k+ new YouTube views each day, with no signs of slowing down.
Jason Klein is the Co-Founder and Co-CEO of ListenFirst Media, a data and analytics company providing insights for brands. ListenFirst aggregates data streams from a wide range of digital, social, and traditional marketing sources to help brands optimize business performance.
ListenFirst Digital Audience Ratings (DAR) – Film are a raw aggregate of daily engagements based on owned, earned and organic consumer behavior on Facebook, Google+, Instagram, Tumblr, Twitter, Wikipedia and YouTube. These engagements encompass metrics pertaining to audience growth, page/profile views, page-level and post-level interactions, hashtag volume and Wikipedia page views for all film pages (which provides a proxy for organic search volume).
Organic conversation volume is calculated based on the use of official hashtags, as well as those hashtags submitted directly from distributors. Only hashtags where conversation can be isolated to a specific film are included in the rating.
The Variety Weekly Top 5 and Trending leaderboards for film represent the 7-day (Wednesday – Tuesday) sum total of DAR for all US Domestic Films that have been publicly announced and slated for a commercial theatrical release. Films are rated daily from initial public announcement through 4 weeks post home entertainment street date. Festival films and other films not slated for a commercial theatrical release are excluded from this ranking cohort but available to be rated directly by ListenFirst Media.
The Trending leaderboard surfaces the three films that tracked the largest relative growth in DAR (from the previous 7-day measurement period), and are also in the top 25% based on absolute DAR.
ListenFirst monitors the official digital account owned by the film on each aforementioned platform (except for Wikipedia, where the title-specific profile is considered official). Only the U.S. version of a film’s digital presence is monitored; for platforms that support regional profiles like Facebook, the “Global” profile is considered the U.S. profile. Only profiles that can be attributed to the specific film contribute to the rating (i.e. engagements that happen on the profile facebook.com/ArgoMovie are tracked, while engagements that happen on facebook.com/WarnerBrosPictures are not). For YouTube, in addition to any film-specific presence, content related to the film in question that originated on the parent company’s official YouTube channel is considered.
For other questions pertaining to methodology, contact ListenFirst Media.