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Digital Audience Ratings: ‘50 Shades’ Has Scandalous Debut, ‘Mockingjay’ Makes Final Push

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 Nov 12, 2014 – Tuesday Nov 18, 2014

RANK LAST WEEK FILM RATING(000)
1 Fifty Shades of Grey 15,987
2 The Hunger Games: Mockingjay – Part 1 5,942
3 Insurgent 4,501
4 5 Big Hero 6 3,157
5 Interstellar 2,987

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Nov 12, 2014 – Tuesday Nov 18, 2014

FILM RATING(000) % CHANGE
The DUFF 619 +23,608%
Paul Blart: Mall Cop 2 441 +1,677%
Fifty Shades of Grey 15,987 +895%

 

Insights:

Popular on Variety

  • “Fifty Shades of Grey” debuted on the DAR-Film leaderboard this week as well as the Trending leaderboard, thanks to a trailer premiere. Tons of teaser content on Facebook, Twitter, and Instagram led to the second “Fifty Shades of Grey” trailer release during ABC’s “Scandal.” Since the Thursday trailer premiere (11/13), fans have been buzzing about the Valentine’s Day release.
  • Behind “Fifty Shades of Grey,” Lionsgate franchises “Divergent” and “The Hunger Games” rounded out this week’s Top 3. “Insurgent,” the second of the “Divergent” series, debuted after its Teaser Trailer release, while “The Hunger Games: Mockingjay – Part I” gears up for opening (11/21). The two films will support each other again this weekend, with the “Insurgent” trailer running in theaters before ‘Mockingjay’ screenings.
  • CBS Films’ new high school comedy “The Duff” soared to the top of the Trending leaderboard, thanks to its multi-pronged trailer release with talent support. An early Instagram Teaser kicked-off the roll out, also shared by much of the talent, including Bella Thorne and Robbie Amell (with the film’s official Hashtag). The full trailer followed via “The Duff’s” Facebook, Twitter, and YouTube accounts, with continued talent support.

 

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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