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Digital Audience Ratings: ‘Furious 7’ Speeds Past ‘Avengers,’ ‘Dumb To’

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 Oct 29, 2014 – Tuesday Nov 4, 2014

RANK LAST WEEK FILM RATING(000)
1 3 Furious 7 30,508
2 1 The Avengers: Age of Ultron 18,497
3 4 The Hunger Games: Mockingjay – Part 1 6,724
4 Interstellar 3,474
5 Dumb and Dumber To 3,132

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Oct 29, 2014 – Tuesday Nov 4, 2014

FILM RATING(000) % CHANGE
Chappie 63 +943%
Furious 7 30,508 +706%
22 Jump Street 1,327 +538%

 

Insights:

  • With a record-breaking six appearances in a row, “Mockingjay” has become a permanent fixture on the DAR – Film Top 5. With opening weekend just around the corner, “Mockingjay’s” final trailer was released in harmony with advanced ticket sales. “Hunger Games” enthusiasts have two short weeks until the beginning of the end of the series.
  • Sony’s robot adventure “Chappie” led trending titles with a teaser trailer at the close of the week (11/4). Sony’s summer hit, “22 Jump Street,” also popped back into the social scene thanks to its digital home entertainment release (10/28).
  • “Furious 7” fans raced to the Universal Studios trailer launch event. The trifecta of a live event, social stream and broadcast publicity helped “Furious 7” leave all other films in the dust as the #1 film of the week. Although “The Avengers” (50.2MM) continues to lead, “Furious 7” (30.5MM) tracked the second highest DAR – Film rating of all time.
  • Gearing up for take-off, “Interstellar” shot back onto the top 5 leaderboard with increased YouTube viewership as opening weekend approaches. Fellow November release “Dumb and Dumber To” was not far behind, after a week of YouTube content releases, Twitter chats and popular Facebook posts.

 

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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