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Digital Audience Ratings: ‘Avengers’ Adventure Continues, ‘Zoolander 2’ Returns to the Runway

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 Mar 4, 2015 – Tuesday Mar 10, 2015

RANK LAST WEEK FILM RATING(000)
1 2 Avengers: Age of Ultron 23,463
2 3 Furious 7 10,367
3 1 Big Hero 6 3,959
4 Cinderella 2,321
5 Insurgent 1,874

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Mar 4, 2015 – Tuesday Mar 10, 2015

FILM RATING(000) % CHANGE
Zoolander 2 248 +372,841%
No Escape 1,598 +312,032%
Self/less 1,412 +34,615%

 

Insights:

Popular on Variety

  • The release of the third “Avengers: Age of Ultron” trailer landed the film at the top of the DAR-Film leaderboard for the third time. Every trailer release (one, two and three) has propelled the film to the top spot. Nearly 95% of this week’s engagements were on YouTube, with 20MM views of the new trailer to date. In addition to YouTube, “Avengers: Age of Ultron” had the highest engagement of any film this week on Twitter, due to a tweet-to-unlock promotion.
  • Zoolander 2” topped the trending leaderboard this week and is expected to continue climbing. Ben Stiller and Owen Wilson took to the Valentino runway at Paris Fashion Week to announce the sequel, in theaters February 12, 2016. The day of the announcement (3/10/15), “Zoolander 2” tripled all other films based on Twitter engagement, supported by Ben Stiller, Ellen DeGeneres, Jerome Jarre and many other influencers who joined the discussion.
  • Furious 7” and “Insurgent” rounded out the franchise frenzy this week. An Extended First Look and family focused posts boosted “Furious 7” from 3rd to 2nd on the DAR-Film leaderboard. Insurgent Fan Day helped the second installment of the “Divergent” series return to the top 5, about 2 weeks before release. The global event allowed fans the opportunity to engage with the cast on Facebook, Twitter, Tumblr, Google+ and YouTube – boosting engagement across the board.

 

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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