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Digital Audience Ratings: ‘Big Hero 6’ Blasts Off, ‘Avengers’ Accelerate

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 Feb 25, 2015 – Tuesday Mar 3, 2015

RANK LAST WEEK FILM RATING(000)
1 5 Big Hero 6 5,711
2 Avengers: Age of Ultron 2,924
3 Furious 7 2,869
4 Focus 2,655
5 The Lazarus Effect 2,137

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Feb 25, 2015 – Tuesday Mar 3, 2015

FILM RATING(000) % CHANGE
A Girl Like Her 104 +993%
Focus 2,655 +931%
Black Sea 190 +658%

Insights:

  • Big Hero 6” was the only film from last week to maintain a spot on the DAR-Film leaderboard. Now available on Blu-ray and Digital HD, “Big Hero 6” jumped from last to first place on the top 5 chart. Fellow Disney film “Avengers: Age of Ultron” also snagged a top spot this week thanks to new character posters that supported over a million engagements on Facebook this week. Trailer #3 dropped yesterday and is sure to make a scene on next week’s charts.
  • Furious 7” sped into the final five weeks of the campaign with a slew of Facebook content and matched engagement. The franchise’s 55MM Facebook fans were fast to engage with video content shared throughout the week, topping well over 1MM engagements. YouTube also drove another 1MM engagements this week, with TV Spot 8 and TV Spot 9 releases.
  • Opening weekend landed both “Focus” and “The Lazarus Effect” spots on the DAR-Film leaderboard. Leading the weekend box office, “Focus” made its debut on both trending and top 5 leaderboards after opening slightly over $18.5MM. Also trending this week was a March release focused on teen bullying, “A Girl Like Her,” picking up Facebook fans and new views of last week’s trailer.

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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