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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 Jan 14, 2015 – Tuesday Jan 20, 2015

RANK LAST WEEK FILM RATING(000)
1 1 Avengers: Age of Ultron 17,374
2 3 Fifty Shades of Grey 6,236
3 American Sniper 5,756
4 Unfriended 4,235
5 Big Hero 6 2,137

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Jan 14, 2015 – Tuesday Jan 20, 2015

FILM RATING(000) % CHANGE
Underdogs 830 +52,012%
Spy 2,062 +8,558%
Get Hard 2,124 +5,158%

 

Insights:

  • “Avengers” held onto the #1 spot for the seconnd week in a row, while “Fifty Shades” moved its way up the DAR-Film leaderboard. “Avengers” trailer 2 continues to increase in popularity and has been viewed 26MM times on YouTube since release (1/12). “Fifty Shades ” also has YouTube to thank, with a new Valentine’s Day TV spot released and continued viewership of last week’s content.
  • 2015 Academy Award nominees “American Sniper” and “Big Hero 6” claimed spots on this week’s DAR-Film leaderboard following Thursday’s nominations. Snagging six nominations, including Best Picture, “American Sniper” emerged from MLK weekend with a record-shattering January opening of $89MM. On top of grossing more than all films in theaters, “American Sniper” was also the most engaging on social media over the weekend.
  • Trending last week following its trailer debut, “Unfriended” graduated to the top 5 this week as fans continued to engage with the trailer across social platforms. After watching, viewers were directed to visit the Facebook page or reply with #Unfriended. The call to action helped “Unfriended” reach 290K Facebook fans, doubling all non-franchise Horror films of 2015.

 

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.