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Digital Audience Ratings: ‘Furious 7’ Rides to the Top, ‘Magic Mike’ Makes Huge Debut

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 4, 2015 – Tuesday Feb 10, 2015

RANK LAST WEEK FILM RATING(000)
1 3 Furious 7 11,369
2 Magic Mike XXL 9,749
3 4 Fifty Shades of Grey 6,788
4 1 Ted 2 3,568
5 The Lazarus Effect 3,075

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Feb 4, 2015 – Tuesday Feb 10, 2015

FILM RATING(000) % CHANGE
Poltergeist 1,999 +28,883%
Straight Outta Compton 2,917 +14,621%
The Lazarus Effect 3,075 +6,795%

 

Insights:

  • Still hot from last week’s Super Bowl spots, Universal films held onto 50% of this week’s leaderboard spots. “Furious 7,” “Fifty Shades,” and “Ted 2” kept top 5 spots, while “Straight Outta Compton” replaced “Pitch Perfect 2” on the trending leaderboard.
  • “Furious 7” raced to the top after dropping trailer 2 right the heels of last week’s Super Bowl spot. The two videos have over 10MM combined views on YouTube to date. Compared to last year’s “Fast & Furious 6,” “Furious 7” is miles ahead across most social platforms.
  • “Straight Outta Compton” broke its social silence with a broadcast trailer release during the Grammy’s and social red band launch. On top of Grammys exposure, the trailer received tons of influencer support. Ice Cube, F Gary Gray, Beats by Dre, and many others drove conversation with the film’s hashtag.
  • Magic Mike XXL” and “The Lazarus Effect” both debuted on the DAR-Film leaderboards this week thanks to very different trailers. Channing Tatum stripped down for Facebook and YouTube fans in a teaser released last Wednesday, while a haunting trailer 2 landed “The Lazarus Effect” spots on both the top 5 and trending leaderboards. Also trending this week was the frightening Facebook trailer for “Poltergeist.”

 

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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