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 Oct 1, 2014 – Tuesday Oct 7, 2014|
|5||—||Exodus: Gods and Kings||3,174|
|First time on the chart|
|Trending||Wednesday Oct 1, 2014 – Tuesday Oct 7, 2014|
|Exodus: Gods and Kings||3,174||+2,785%|
- This week’s Top 5 leaderboard was “Taken” over by Fox. The third installment of the hit franchise debuted its first trailer, with Liam Neeson driving over 7MM views in the first week online. Another Fox trailer was also released for “Exodus: Gods and Kings”, allowing the film to pop onto both the Top 5 and Trending leaderboards this week.
- The combination of a third trailer release and in-theater Oculus Rift promotion allowed the highly anticipated “Interstellar” to also debut on both leaderboards this week. Social engagement was out of this world and “Interstellar” remains slightly stronger than “Gravity” about one month before its release.
- Opening just shy of its original inspiration “The Conjuring,” “Annabelle” ranked third on the Top 5 this week, but where’s “Gone Girl?” Hundreds of thousands were also searching. The box office leader ranked 12th overall in DAR, but interest outside of social was exceptional. Traffic to the film’s Wikipedia page was 35% stronger than any other film in release currently.
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.
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.