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Digital Audience Ratings: ‘Frozen’ Propels Next Disney Darling ‘Big Hero 6’

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 3, 2014 – Tuesday Sept 9, 2014

RANK LAST WEEK FILM RATING(000)
1 Big Hero 6 2,348
2 4 The Fault in Our Stars 1,946
3 Horrible Bosses 2 1,571
4 Fury 1,490
5 5 If I Stay 1,477

Trending Wednesday Sept 3, 2014 – Tuesday Sept 9, 2014

FILM RATING(000) % CHANGE
The Boy Next Door 661 +23,381%
Horrible Bosses 2 1,571 +3,923%
The Disappearance of Eleanor Rigby: Them 407 +3,538%

 

Insights:

  • Disney connected their corporate dots to give “Big Hero 6” a huge debut this week on the DAR leaderboard. During an airing of the ABC special “The Story of Frozen: Making a Disney Animated Classic,” they debuted the latest Big Hero 6 clip, successfully connecting the dots between on-air reach and online engagement, driving over 1.3MM views of the clip on YouTube.
  • With the DVD release approaching (9/16), “The Fault in Our Stars” is driving engagement all over Facebook. This week, the film asked on their official facebook page, “Would you say “I love you” even if the other person might not say it back?”, and the answers poured in. The post was engaged with over 200K times and the film jumped up from 4th to 2nd on the DAR leaderboard.
  • Landing on the Top 5 and Trending leaderboards this week, “Horrible Bosses 2” gave the fans what they wanted with the premiere of the film’s new trailer. This marks the first appearance on the DAR Top 5 for any Thanksgiving weekend film openings.

 

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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