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 31, 2014 – Tuesday Jan 6, 2015|
|3||–||Avengers: Age of Ultron||4,010|
|5||4||Big Hero 6||2,462|
|First time on the chart|
|Trending||Wednesday Dec 31, 2014 – Tuesday Jan 6, 2015|
|Black or White||270||+954%|
- Disney dominated the rankings this week as its competitors stayed quiet over the holidays. Disney films “Ant-Man,” “Avengers: Age of Ultron,” “Cinderella” and “Big Hero 6” claimed four of the top five spots on this week’s DAR-Film leaderboard.
- Disney connected their corporate dots to give “Ant-Man” a huge debut this week. Two preview clips were released (1 & 2), which picked up more than 9 million combined YouTube views. Three days later, “Ant-Man’s” full trailer debuted during ABC’s premiere of “Marvel’s Agent Carter.” The combined impact of social teasers and a broadcast trailer launch propelled “Ant-Man” to debut at the top of both DAR-Film leaderboards.
- A 15-second Trailer 2 preview was enough for “The Avengers: Age of Ultron” to return to the DAR-Film leaderboard. It was viewed nearly 3 million times, helping “The Avengers: Age of Ultron” rank third this week. The short preview comes in advance of the full trailer, which will launch on Jan. 12 during the College Football Playoff National Championship on ESPN.
- “Cinderella” also dazzled fans with video content, but did not promote a broadcast tie-in. A sneak peek video and multiple social posts were shared around New Years Eve, reminding fans of midnight’s importance to the film. Facebook fans and Instagram followers in particular flocked to the timely content, and engagement peaked for the campaign to date.
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.
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.