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Exclusive data on awards competition measuring coverage volume, social sharing

With awards campaigns and marketing in full swing heading into the Golden Globes, BuzzFeed and Variety have teamed up to look at which nominated movies and actors are dominating the headlines.

The BuzzFeed Movie­Tracker (methodology below) measured online interest for Dec. 15-29 and found “Wolf of Wall Street” racked up most page views for best picture drama, with Leonardo DiCaprio on top as lead actor.

But traffic is not the only metric; “12 Years of Slave” and “Philomena” found small but strong pockets of “viral lift,” or social-media sharing that provide another indicator for fan engagement.

The BuzzFeed Tracker ranks individuals and entertainment properties based on data collected from the BuzzFeed Partner Network, a collection of over 200 sites including The New York TimesEntertainment WeeklyPeopleDaily Mail etc. that carry BuzzFeed’s tracking code and have a combined audience of over 500 million people.

Buzz of course is just that; something or someone is being talked about and generating interest. It does not indicate a thumbs up or down. Buzzfeed sees value in measuring buzz as a KPI for marketing and PR efficacy.

Is there a connection between digital fever and awards gold? We’ll find out Jan. 12.

Viral Lift: Traffic from users linking to articles shared on social media. For instance, 6.1x viral lift indicates that there is more than six times as much traffic coming to an article from external sources like Twitter or Facebook than from within the site that published the article.

METHODOLOGY: Using a pre-determined list, rankings were compiled by assigning articles to the relevant subjects using each story’s metadata and then aggregating the total amount of traffic generated by those articles. The BuzzFeed Movie Tracker measures a global audience consuming primarily English-language websites.

 The BuzzFeed Partner Network differs from other social listening companies because it measures traffic generated by press coverage of a topic on 200 of the largest and most popular sites on the web. Instead of using a simple tally of Facebook shares and tweets, BuzzFeed’s proprietary “Viral Lift” measurement accounts for the social traffic to a story i.e. traffic generated from individuals clicking links to articles shared on Facebook, Twitter, etc. 
Social media users often post links on Twitter or Facebook without reading them so we consider measuring the actual traffic a story receives from social sources to be indicative of a high level of interest.Two forms of measurement are provided – total aggregate traffic and viral lift.  Total aggregate traffic is the total number of views a subject received online. A secondary measurement is viral lift, which shows how much social sharing that topic generated.  Viral lift of 1.8 indicates that for every 10 people that read about a topic they will bring an additional eight readers to the article via a shared link.Viral lift is determined by calculating both seed views, which pertains to how many people are on a site at a given time, and viral views, which pertains to how many people came to the site through a social network, search, or links from other websites. The formula BuzzFeed Tracker applies to calculate viral lift is: [(viral/seed)+1].Subjects that generate a lot of interest may have a smaller viral lift but a much larger total aggregate number because BuzzFeed Tracker data has demonstrated that stories about celebrities are not often re-shared. Total traffic is valuable for rankings because it provides a concrete number, allowing for a straightforward ranking of popularity. Viral lift is important for the shareability of that topic. It’s possible to have a high traffic ranking and a low viral lift because readers aren’t passionate enough about the topic to share it. A subject with a high total traffic ranking and high viral lift has more buzz than a subject with a high traffic ranking and lower viral lift. Both numbers are important and are most effective when used together.

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