Digital Audience Ratings: ‘Paper Towns,’ ‘Pixels,’ ‘Mission Impossible’ Trailers Take Over

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 18, 2015 – Tuesday Mar 24, 2015

RANK LAST WEEK FILM RATING(000)
1 2 Avengers: Age of Ultron 15,264
2 Paper Towns 8,928
3 Pixels 8,487
4 Mission: Impossible – Rogue Nation 6,572
5 1 Furious 7 4,606

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Mar 18, 2015 – Tuesday Mar 24, 2015

FILM RATING(000) % CHANGE
Mission: Impossible – Rogue Nation 6,572 +74,815%
Max 742 +20,460%
War Room 31 +11,662%

 

Insights:

  • Despite powerful new trailers this week from “Paper Towns,” “Pixels” and “Mission Impossible” shaking up the Top 5, “Avengers: Age of Ultron” secured the No. 1 spot. The film continues to dominate YouTube, with nearly 14 million new content views this week. A new TV spot released captured over 10 million eyes in a few short days, in addition to continued trailer viewership.
  • “Paper Towns,” the new adaptation from “Fault in Our Stars” author John Green, released its first full trailer this week on “The Today Show.” Before the broadcast, fans were encouraged to follow a map of different events throughout the days prior, across all social platforms. The “Paper Towns” pandemonium started with first-look photos via USA Today, followed by a photo from Nat & Alex Wolff on Twitter, a sneak-peek video from Cara Delevingne on Instagram and the film’s Snapchat launch. At the conclusion of all teaser events, anticipation was high and millions of fans flocked to “The Today Show” and YouTube to watch the full release.
  • Sony’s “Pixels,” also opening on July 24, tracked just below “Paper Towns” this week, jumping from trending to third on the DAR-Film leaderboard. The “Pixels” trailer was also teased in advance of release, with countdown photos and videos across Facebook, Twitter, Instagram and Tumblr. The trailer was viewed over 8 million times on YouTube, while fixated fans drove “Pixels” to rank as the No. 1 film of the week on Facebook.
  • “Mission: Impossible – Rogue Nation” joined “Paper Towns” and “Pixels” with an impactful trailer this week as well. The film surprised fans with a first look video and photos via USA Today, before the full trailer was released socially. The “Mission Impossible” trailer was released days after both “Paper Towns” and “Pixels,” with the potential to climb even higher on next week’s DAR-Film leaderboard.

 

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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