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 11, 2015 – Tuesday Feb 17, 2015|
|1||3||Fifty Shades of Grey||8,261|
|4||–||Kingsman: The Secret Service||2,560|
|First time on the chart|
|Trending||Wednesday Feb 11, 2015 – Tuesday Feb 17, 2015|
|Hitman: Agent 47||1,860||+162,192%|
- It’s no surprise that “Fifty Shades” shot to the top of the charts after breaking Presidents Day box office records. Opening just shy of $100 million, “Fifty Shades” was the most engaged-with film of the week on Facebook, Twitter, and Instagram. Facebook also drove 35% of opening-week engagements, topping all other platforms. In addition to current fans flocking to countdown content and influencers sharing reviews, “Fifty Shades” added over 500,000 new social fans to the frenzy throughout opening weekend.
- Fellow box office opener “Kingsman: The Secret Service” debuted on the DAR-Film leaderboard this week at #4, nailing more than $40 million in sales over the four-day weekend. While “Fifty Shades” was all about Facebook, “Kingsman” had YouTube to thank; 75% of “Kingsman’s” DAR-Film engagements this week were on YouTube. “Kingsman” was strong on YouTube throughout the entire campaign, outpacing recent action films “The Equalizer” and “Taken 3.” Trailer 2 ranks as the most popular official video to date.
- “Insurgent” returned to the DAR-Film leaderboard this week thanks to a familiar marketing stunt that also landed “Mockingjay” on top in October. Lionsgate gave fans the opportunity to unlock the new trailer by tweeting with the Hashtag #MoreFOUR. Conversation reached an all-time high on 2/10 and supported the jump from 14th to second this week.
- “Hitman” and “Hot Pursuit” led trending this week thanks to trailer releases. “Paper Towns,” on the other hand, simply launched its social presences and over 100,000 fans jumped on board with the messaging to “Follow Us to Paper Towns.”
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.