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Digital Audience Ratings: #ForceFriday Reawakens ‘Star Wars’ Fans, ‘Demolition’ Breaks Through

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 Sep 2, 2015 – Tuesday Sep 8, 2015

RANK LAST WEEK FILM RATING(000)
1 3 Star Wars: The Force Awakens 4,270
2 Hotel Transylvania 2 3,980
3 Concussion 2,867
4 4 The Perfect Guy 1,927
5 Avengers: Age of Ultron 1,752

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Sep 2, 2015 – Tuesday Sep 8, 2015

FILM RATING(000) % CHANGE
Demolition 86 +74,085%
Macbeth 624 +1,237%
The 5th Wave 382 +581%

 

Insights:

  • “Star Wars” soared to the top of the DAR-Film leaderboard this week after ranking as the most engaging film on Twitter, Instagram, and Google+. It’s no surprise that Instagram carried most of the weight since the iconic franchise has over 1.7 million fans on Instagram. “Star Wars” content earned three times stronger Instagram engagement than any other film this week.
  • While “Star Wars” stole the lead across Twitter, Instagram, and Google+, fellow franchisees claimed the top spot on other channels. “Hotel Transylvania 2” ranked #1 on YouTube and #2 on the chart this week. “Avengers: Age of Ultron” rounded out the top 5 thanks to the strongest engagement on Tumblr.
  • Sony’s fall slate claimed three of the top five spots on the DAR-Film leaderboard this week. “Hotel Transylvania 2,” “Concussion,” and “The Perfect Guy” consumed the middle of the top five leaderboard. “Concussion” debuted at #3 after kicking off the campaign with the official trailer, while “The Perfect Guy” remained comfortable at #4 with release just around the corner.

 

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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