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Digital Audience Ratings: YouTube Breathes New Life Into ‘A.F.V.’, @SportsCenter Goes Long on Twitter

Each week Variety publishes ListenFirst Digital Audience Ratings (DAR), a measurement of fan engagement across all the major digital platforms as it relates to TV shows (see the film 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 10 Monday Sept 15, 2014 – Sunday Sept 21, 2014

RANK LAST WEEK PROGRAM RATING(000)
1 1 The Tonight Show Starring Jimmy Fallon 28,625
2 2 Jimmy Kimmel Live! 10,565
3 3 America’s Got Talent 9,279
4 4 Conan 6,671
5 5 The Simpsons 6,297
6 7 Sesame Street 6,256
7 8 Last Week Tonight with John Oliver 6,209
8 9 The Voice 5,393
9 America’s Funniest Home Videos 5,311
10 SportsCenter 4,791
Key
First time on the chart
Pinnacle Rank

Trending Monday Sept 15, 2014 – Sunday Sept 21, 2014

PROGRAM RATING(000) % CHANGE
Dancing with the Stars 3,965 +518%
Brickleberry 112 +467%
Marry Me 277 +430%

 

Insights:

  • Twenty-five years later, not only is “America’s Funniest Home Videos” alive and well ahead of its 10/5 premiere, its DAR is on the upswing thanks to the tremendous activity the show has achieved with YouTube. Sneak preview: this season will see YouTube stars make on-air appearances, thanks to their corporate family relationship with Disney-owned Maker Studios. Expect to see more of “A.F.V.” in the weekly Top 10 DAR as the new season kicks off.
  • SportsCenter” cracked the top 10 this week, thanks to its strong presence on Twitter as NFL action continues to heat up. Tweets from the @sportscenter handle consistently yield more retweets and favorites than any other official program handle – this week seeing nearly 1.5MM retweets, favorites and handle mentions.
  • The season 19 premiere of “Dancing with the Stars” landed the program on top of this week’s Trending leaderboard. While Alfonso Ribeiro and Witney Carson won the hearts of the judges week 1, YouTube star Bethany Mota and her partner Derek Hough stole the show on YouTube, garnering 90% more views than Alfonso and Witney’s winning performance.
  • Riding the momentum of its 9/16 premiere, Comedy Central’s “Brickleberry” clocked in on the Trending leaderboard this week. Fan engagement on the show’s Facebook page increased 164% from the previous week, with its best performing post of the week garnering nearly 10,000 likes, comments, and shares.

 

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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