Digital Audience Ratings: ‘Terminator’ to the Top, ‘Black or White’ Makes Clear Debut

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 3, 2014 – Tuesday Dec 9, 2014

RANK LAST WEEK FILM RATING(000)
1 Terminator: Genisys 19,705
2 Black or White 3,847
3 1 Jurassic World 3,793
4 The Hobbit: The Battle of Five Armies 2,924
5 The Interview 2,572

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Dec 3, 2014 – Tuesday Dec 9, 2014

FILM RATING(000) % CHANGE
Black or White 3,847 +385,361%
Terminator: Genisys 19,705 +130,856%
San Andreas 473 +5,183%

 

Insights:

  • Arnold Schwarzenegger terminated other top-5 contenders this week with his return in “Terminator Genisys.” “Terminator’s” motion poster and trailer tease geared fans up for Thursday’s explosive trailer premiere that shot the film onto both leaderboards. “Jurassic World” took a backseat, but maintained a top spot for the third consecutive week.
  • Relativity’s “Black or White” made its debut on the top 5 behind “Terminator” and claimed the top spot on the trending leaderboard thanks to the trailer release and promotion of an official hashtag #LoveHasNoColor. “San Andreas” also trended this week after launching its social campaign with an official trailer release on Facebook and YouTube.
  • With opening weekend just around the corner, “The Hobbit: Battle of the Five Armies” fought its way back onto the charts with the film’s premiere and an impressive week on social. Fan engagement on Facebook and Twitter was through the roof, yielding higher engagement than any other film across these social channels over the week.
  • A mixture of controversy and campaigning landed “The Interview” a spot on the top-5 leaderboard. The root of the suspected North Korean hacking of Sony Pictures, “The Interview” gained momentum from the controversial conversation as well as social engagement surrounding “Saturday Night Live“, “Naked and Afraid” and the “Mission” TV spot.

 

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.

Methodology:

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 U.S. 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.

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