Digital Audience Ratings: ‘Avengers’ Reign, ‘Black Mass’ Builds

Avengers Age of ultron Movie
Courtesy of Marvel

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 this article.

Digital Audience Ratings (DAR) – Film
Weekly Top 5 Wednesday Apr 22, 2015 – Tuesday Apr 28, 2015

RANK LAST WEEK FILM RATING(000)
1 3 Avengers: Age of Ultron 11,409
2 4 Jurassic World 11,400
3 1 Star Wars: The Force Awakens 6,710
4 2 Batman v Superman: Dawn of Justice 6,443
5 5 Furious 7 4,022

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Apr 22, 2015 – Tuesday Apr 28, 2015

FILM RATING(000) % CHANGE
Black Mass 928 +8,642%
The Visit 1,035 +5,838%
The Overnight 51 +2,856%

 

Insights:

  • “Avengers: Age of Ultron” returned to the top of the DAR-Film leaderboard this week as its release date quickly approaches (5/1/15). On top of continued YouTube popularity, “Avengers” garnered triple the numbers of every other film on Twitter, Tumblr and Wikipedia this week. Right on the Marvel pic’s heels is “Jurassic World,” which jumped up to the No. 2 spot thanks to continued viewership of trailer No. 2, topping all other films on YouTube.
  • Despite decreases in engagement coming off of last week’s enormous trailer premieres, both “Star Wars: The Force Awakens” and “Batman v Superman: Dawn of Justice” managed to remain within the top five. Building on continued trailer viewership, “Star Wars” started counting down to fan-made holiday “May the 4th” this week. “Batman v Superman” announced an upcoming Batmobile and costume display at Warner Bros. Studios. Mainstay “Furious 7” also remained on the DAR-Film leaderboard for the ninth week in a row, continuing to coast at the box office and draft off of the “Furious 8” release date announcement at CinemaCon.
  • An unrecognizable Johnny Depp shocked fans in a first look for WB’s “Black Mass,” which will hit theaters in September. The film jumped to the top of the trending leaderboard after the trailer’s release, quickly sparking both YouTube viewership and general interest on Wikipedia. In addition to watching the first look on YouTube, fans turned to Wikipedia over 130k times to learn more about the true story of Whitey Bulger.

 

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 seven-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 four 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 seven-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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