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Digital Audience Ratings: ‘Mockingjay’ Stunt Unlocks Top Slot, ‘Penguins’ Pop With Sneak Peek

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 15, 2014 – Tuesday Oct 21, 2014

RANK LAST WEEK FILM RATING(000)
1 The Hunger Games: Mockingjay – Part 1 6,118
2 3 Annabelle 3,942
3 2 Ouija 3,028
4 In the Heart of the Sea 1,363
5 Fury 1,308

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Oct 15, 2014 – Tuesday Oct 21, 2014

FILM RATING(000) % CHANGE
In the Heart of the Sea 1,363 +27,263%
Unbroken 897 +2,610%
Penguins of Madagascar 908 +1,563%

 

Insights:

  • “The Hunger Games: Mockingjay – Part I” topped the DAR leaderboard yet again, blowing fans away with new content. After Lionsgate’s successful #UnlockMockingjay Twitter stunt, Katniss’ “Return to District 12” was released and millions of YouTube views poured in. With advance ticket sales starting next week (10/29), the timing couldn’t be better.
  • Penguins of Madagascar,” also a Thanksgiving release, debuted on the Trending leaderboard after a tremendous content release. The first four and a half minutes went live both online and on-air, after an extensive countdown. The boost was also enough to pull the popular Penguins into the top 10 of the week based on overall DAR.
  • Five months before release, the teaser trailer for Ron Howard and Chris Hemsworth’s inspiring true story “In the Heart of the Sea” kicked off the campaign with a debut on both DAR leaderboards this week.
  • The Jolie-Pitts both landed on this week’s leaderboards. Jolie’s “Unbroken” trended after trailer 2 release boosted the film’s Oscar buzz and Pitt’s “Fury” fought its way back to the Top 5 after a strong opening weekend.

 

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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