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Digital Audience Ratings: ‘Birdman’ Soars, ‘The Duff’ Debuts

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 18, 2015 – Tuesday Feb 24, 2015

RANK LAST WEEK FILM RATING (000)
1 1 Fifty Shades of Grey 3,468
2 Birdman 3,104
3 The Duff 3,087
4 2 Insurgent 2,849
5 Big Hero 6 2,567

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Feb 18, 2015 – Tuesday Feb 24, 2015

FILM RATING (000) % CHANGE
Saving Christmas 88 +1,523%
Citizenfour 90 +440%
Birdman 3,104 +413%

 

Insights:

Popular on Variety

  • After capturing this year’s Best Picture Oscar, Fox Searchlight’s “Birdman” debuted on the DAR-Film leaderboards. With announcements and congratulatory wishes pouring in, “Birdman” was the most buzzed about nominee on Twitter (277k) and ousted “Fifty Shades of Grey” as the most popular film on Wikipedia (951k). “Big Hero 6” also made an appearance on the leaderboard after bringing home the Oscar for animated feature film.
  • Kirk Cameron’s “Saving Christmas” also took home a few awards of a different kind this week. After winning worst picture, worst AC tor, worst screen combo and worst screenplay at the 2015 Razzie Awards, “Saving Christmas” topped the trending leaderboard. Despite the nature of the awards, fan curiosity increased and the film’s Wikipedia page was viewed nearly 64k times.
  • Despite notable drops in box office gross (down 70%) and Digital Audience Rating (down 60%) over the past week, “Fifty Shades” remained on top of both leaderboards for the second week in a row. “Fifty Shades” was the only film to break 1MM Facebook engagements this week, with top posts touting the film as the #1 movie in the world. “Fifty Shades” also tracked with nearly 1MM engagements on YouTube, supported by a new “Now Playing” video.
  • Coming off its opening weekend, “The Duff” landed a spot on the DAR-Film leaderboard, debuting at #3, behind “Fifty Shades” and Academy Award winner “Birdman.” “The Duff’s” YouTube popularity skyrocketed this week, driving 84% of all release week engagements. Two new TV spots, “Real Talk” and “Own It,” were viewed a combined 2MM times.

 

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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