Digital Audience Ratings: ‘Deadpool’ Debuts at No. 1, Paramount Trailers Thriving

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 Aug 29, 2015 – Tuesday Sep 4, 2015

RANK LAST WEEK FILM RATING(000)
1 Deadpool 5,922
2 Zoolander 2 4,508
3 13 Hours: The Secret Soldiers of Benghazi 3,626
4 4 Suicide Squad 3,431
5 2 The Hunger Games: Mockingjay Part 2 2,971

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Aug 29, 2015 – Tuesday Sep 4, 2015

FILM RATING(000) % CHANGE
Zoolander 2 4,508 +44,540%
Room 678 +43,861%
13 Hours: The Secret Soldiers of Benghazi 3,626 +35,671%

 

Insights:

  • With the summer season quickly fading, early 2016 films kicked off their campaigns with debuts at the top of the charts, joining fellow 2016 release “Suicide Squad” and the only 2015 release on the leaderboard, “The Hunger Games: Mockingjay — Part II.”
  • Deadpool” topped the DAR-Film leaderboard and ranked as the most engaging film on Twitter, Tumblr and YouTube this week after the initial trailer dropped on Wednesday, earning more than 8 million YouTube views within the first 24 hours online. The red and green band trailers followed hours later and will likely keep the film afloat through next week’s rankings.
  • Although slightly less dramatic entrances, Paramount’s “Zoolander 2” and “13 Hours: The Secret Soldiers of Benghazi” landed spots on both leaderboards this week thanks to initial trailer releases as well.
  • “The Hunger Games: Mockingjay — Part II” was the only 2015 film to claim a spot within the top 5 this week, surviving on the leaderboard thanks to half a million Instagram engagements and continued traffic to last week’s We March Together 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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