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Digital Audience Ratings: ‘Mockingjay’ Massacres Competition, While ‘Wick’ Wins Trending

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 10, 2014 – Tuesday Sept 16, 2014

RANK LAST WEEK FILM RATING(000)
1 The Hunger Games: Mockingjay – Part 1 11,646
2 4 Fury 2,247
3 No Good Deed 2,219
4 2 The Fault in Our Stars 1,749
5 The Maze Runner 1,457

Key
First time on the chart
Pinnacle Rank

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

FILM RATING(000) % CHANGE
John Wick 909 +13,145%
The Hunger Games: Mockingjay – Part 1 11,646 +1,043%
The Guest 245 +358%

 

Insights:

  • After an extensive social countdown, the highly anticipated first full trailer for “The Hunger Games: Mockingjay – Part I” was released on Monday (9/15). In addition to ranking 1st this week, “Mockingjay’s” Digital Audience Rating (11.6MM) doubles any other film’s DAR over the past month….and there’s still 10 more weeks for it to break more records.
  • John Wick’s” social campaign kicked off with the trailer release this Friday (9/12) six weeks out from theatrical release. Despite a late campaign start, “John Wick” quickly jumped on the radar as the top Trending film of the week.
  • The Maze Runner successfully reached the film’s teen audience with two major initiatives this week and landed on the Top 5 leaderboard. The “Million Dollar Maze Runner Challenge” aired on MTV on 9/14, in conjunction with a “Pretty Little Liars” social tie-in unlocking exclusive content.

 

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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