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Digital Audience Ratings: ‘Hotel Transylvania 2’ Checks in at No. 1

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 9, 2015 – Tuesday Sep 15, 2015

RANK LAST WEEK FILM RATING(000)
1 2 Hotel Transylvania 2 4,468
2 The Visit 2,957
3 Maze Runner: The Scorch Trials 2,558
4 1 Star Wars: The Force Awakens 2,130
5 The Night Before 1,993

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Sep 9, 2015 – Tuesday Sep 15, 2015

FILM RATING(000) % CHANGE
Our Brand Is Crisis 1,893 +14,476%
Carol 531 +5,003%
I Smile Back 48 +4,617%

 

Insights:

  • Summer just ended, but Academy season is already on the horizon. Oscar speculation was in full force this week as top contenders showed off at TIFF. Sandra Bullock’s newest drama, “Our Brand Is Crisis,” topped the trending leaderboard this week and barely missed the cut for the top 5. The new trailer dropped days before the Toronto International Film Festival, where the film has already ignited early Academy buzz. Also trending this week was fellow TIFF presenter “I Smile Back” and Academy hopeful “Carol.” Both films debuted new trailers this week as well.
  • While the trending leaderboard catered to TIFF debuts and Academy hopefuls, the DAR-Film top 5 chart featured upcoming fall flicks. The only common thread between the top 3 films “Hotel Transylvania 2,” “The Visit,” and “Maze Runner: The Scorch Trials” is their September release dates.
  • The guests arrived at “Hotel Transylvania” just in time to launch the film to #1 on the DAR-Film and YouTube charts. “The Visit” followed and also had a successful week in the box office and on the DAR-Film leaderboard thanks to 300,000 fans who were brave enough to check out the film on Wikipedia.
  • Holiday releases “Star Wars” and “The Night Before” rounded out the top 5. “Star Wars” maintained a spot after ranking #1 on Instagram and Google+ for the second week in a row, while “The Night Before” debuted on the DAR-Film leaderboard thanks to the trailer’s momentum on YouTube.

 

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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