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Digital Audience Ratings: ‘Imitation Game’ Knocks Off Mainstay ‘Avengers’

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 Jan 21, 2015 – Tuesday Jan 27, 2015

RANK LAST WEEK FILM RATING(000)
1 The Imitation Game 6,110
2 1 Avengers: Age of Ultron 5,044
3 2 Fifty Shades of Grey 4,846
4 3 American Sniper 4,726
5 The Boy Next Door 2,592

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Jan 21, 2015 – Tuesday Jan 27, 2015

FILM RATING(000) % CHANGE
Fantastic Four 222 +5,319%
Magic Mike XXL 116 +840%
Kung Fu Panda 3 116 +437%

 

Insights:

  • Last week’s top three slid down to make room for “The Imitation Game” atop the DAR-Film leaderboard. Nominated for eight Academy Awards, “Imitation Game” captured the attention of over 5MM YouTube viewers on a new Tick Tock clip, touting the film’s nominations.
  • “Avengers” (2nd) and “Fifty Shades” (3rd) held onto spots in the top 5, thanks to continued engagement with content released last week, while “American Sniper” triggered a Facebook frenzy. Some of the film’s best performing posts were shared this week, celebrating a 1MM fan milestone and sharing a Marine Corps veteran’s review.
  • Franchise films capitalized on their large existing audiences on Facebook this week. “Kung Fu Panda 3” posted about National Hug Day and shared a new silly video, while Channing Tatum stripped down for “Magic Mike XXL’s #MagicMondays post, increasing engagement tenfold. This is the second time both “Kung Fu Panda 3” and “Magic Mike XXL” have popped onto the trending list due to exceptional Facebook engagement.
  • The highly anticipated trailer for Fox’s “Fantastic Four” reboot debuted just at the close of this week’s reporting period, posted on Facebook, Twitter, and YouTube. Due to high levels of initial conversation and talent support on Twitter, the film will likely travel from trending to the top of next week’s DAR-Film leaderboard.

 

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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