Digital Audience Ratings: ‘Furious 7’ Speeds to Top, ‘Insurgent’ Ignites Instagram

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 Mar 11, 2015 – Tuesday Mar 17, 2015

RANK LAST WEEK FILM RATING(000)
1 2 Furious 7 6,934
2 1 Avengers: Age of Ultron 5,359
3 5 Insurgent 4,714
4 Hotel Transylvania 2 4,708
5 4 Cinderella 4,291

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Mar 11, 2015 – Tuesday Mar 17 2015

FILM RATING(000) % CHANGE
Adult Beginners 42 +1,058,875%
I Am Big Bird: The Carroll Spinney Story 2,815 +25,991%
Pixels 601 +4,772%

 

Insights:

  • New trailer releases landed two upcoming Sony films on this week’s leaderboards. After a three-day social countdown, “Hotel Transylvania 2” released its first trailer on March 12, quickly claiming the fourth spot on the DAR-Film leaderboard. Fellow Sony film “Pixels” also trended this week thanks to its trailer launch. The release was positioned as a “Pixels Invasion” and was teased with multiple countdown videos, encouraging viewers to visit the Tumblr page for more information. The “Pixels” trailer was released multiple days after “Hotel Transylvania 2,” and the film is expected to climb over the next week.
  • Furious 7” and “Avengers: Age of Ultron” have become staples on the DAR-Film leaderboard for multiple weeks in a row. This week, “Furious 7” sped past “Avengers: Age of Ultron” and reclaimed the top spot. Despite the shift in weekly rankings, “Furious 7” remains the top film on Facebook of the year to date, and “Avengers: Age of Ultron” first on YouTube.
  • Just days out from release, “Insurgent” moved up two spots to third on the DAR-Film leaderboard. With weekly increases of over 100% on both Twitter and Instagram, “Insurgent” led all films on those platforms. A series of Instagram videos promoting the film’s virtual reality app and #ShatterReality experience supported over 1 million Instagram engagements this week, while the #AskAnsel Twitter chat and #InsurgentWorldPremiere gained traction on Twitter.

 

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 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.

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