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Digital Audience Ratings: ‘Dracula’ and ‘Annabelle’ Bring Fear to Top 5; ‘Kingsman’ Trends Thanks to ‘Gotham’

Each week Variety publishes ListenFirst Digital Audience Ratings (DAR), 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 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)
Weekly Top 5 Wednesday Sept 24, 2014 – Tuesday Sept 30, 2014

RANK LAST WEEK FILM RATING(000)
1 2 Dracula Untold 3,260
2 1 The Hunger Games: Mockingjay – Part 1 2,714
3 3 The Maze Runner 2,170
4 Big Hero 6 2,167
5 Annabelle 1,911

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Sept 24, 2014 – Tuesday Sept 30, 2014

FILM RATING(000) % CHANGE
Blackhat 742 +22,124%
The Wedding Ringer 614 +3,000%
Kingsman: The Secret Service 1,260 +2,029%

 

Insights:

  • Annabelle” frightened fans with an onslaught of tv spots and digital activations this week driving its debut on the Top 5. The frenzy on Facebook was especially high, with over 1 MM engagements this week alone. Fun Fact: “Annabelle” now outpaces its original inspiration, “The Conjuring,” in terms of lifetime Facebook engagements, thanks to favorites like this week’s social countdowns and photos of Annabelle with popular landmarks.
  • After two consecutive weeks at #1, “The Hunger Games: Mockingjay Part I” was unseated by “Dracula Untold” just in time for “Dracula’s” release next week. While there was growing engagement across all platforms this week, YouTube helped “Dracula Untold” really rise above the competition, thanks to continued viewership of their TV Spot 2.
  • Fox’s “Kingsman: The Secret Service” popped into the Trending leaderboard after the release of its second trailer during the highly anticipated “Gotham” premiere which they promoted in advance on Facebook and Twitter. Performance was strong on both YouTube and Twitter, thanks to support from soundtrack contributors Iggy Azalea and Ellie Golding. “The Wedding Ringer”, “Blackhat,” and “Big Hero 6” also landed on this week’s leaderboards due to trailer releases.

 

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) 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 television program and 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 programmers and distributors. Only hashtags where conversation can be isolated to a specific television program or film are included in the rating.

The Variety Weekly Top 10 and Trending Leaderboards for television represent the 7-day (Monday – Sunday) sum total of DAR for all episodic programming, in and out of season, from the most popular programmers (Broadcast, Cable, & Streaming Services). Sports, live events, short-form content and other non-episodic programming are excluded from this ranking cohort but available to be rated directly by ListenFirst Media.

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.

For both television and film, the Trending Leaderboard surfaces the three programs or 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 program or film on each aforementioned platform (except for Wikipedia, where the title-specific profile is considered official). Only the U.S. version of a program or 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 program or film contribute to the rating (i.e. engagements that happen on the profile facebook.com/LouieFX are tracked, while engagements that happen on facebook.com/FX are not). For YouTube, in addition to any program or film-specific presence, content related to the program or 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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