Digital Audience Ratings: ‘Mad Max’ Makes Furious Debut

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 Dec 10, 2014 – Tuesday Dec 16, 2014

RANK LAST WEEK FILM RATING(000)
1 Mad Max: Fury Road 7,491
2 Insurgent 5,161
3 3 The Hobbit: The Battle of the Five Armies 3,694
4 San Andreas 3,410
5 4 The Interview 2,693

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Dec 10, 2014 – Tuesday Dec 16, 2014

FILM RATING(000) % CHANGE
Knight of Cups 804 +9,762%
The Walk 1,062 +4,440%
The Loft 125 +3,514%

 

Insights:

  • Following a silent month on social, “Mad Max” released its teaser trailer and debuted at #1 on this week’s DAR-film leaderboard. “Mad Max” fans flocked to YouTube and drove the film to the top, while “Insurgent” fans looked to Facebook, Twitter and Instagram to watch the “Divergent” series’ new trailer. Although “Insurgent” engagements were across more diverse platforms, “Mad Max” dominated all films this week with over 7.4MM engagements.
  • Warner’s final installment in “The Hobbit” trilogy opened at #3 on the DAR-film leaderboard, behind “Mad Max” and “Insurgent.” “The Hobbit: Battle of the Five Armies” reached 7MM Facebook fans just in time for theatrical release, while those who attended early showings have started tweeting their reviews.
  • San Andreas,” another Warner title, made its debut on the Trending leaderboard last week and quickly jumped up to the top 5 after this week’s teaser trailer. Also trending this week due to trailer launches are “Knight of Cups,” “The Walk,” and ‘The Loft.”
  • The Interview’s’ new video “Seth Rogen & James Franco visit Kim Jong-un” performed exceptionally well on YouTube, but unfortunately will not have the chance to do the same in theaters. Despite the cancellation of “The Interview’s” theatrical release, the film maintained its spot on the top 5 for the second week in a row.

 

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 U.S. 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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