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Digital Audience Ratings: ‘Jungle Book’ Teases its Way to the Top; ‘Heart of the Sea’ Heats Up

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 Sept 16, 2015 – Tuesday Sept 22, 2015

RANK LAST WEEK FILM RATING(000)
1 The Jungle Book 14,510
2 Point Break 5,384
3 The Hunger Games: Mockingjay – Part 2 4,175
4 Crimson Peak 3,731
5 3 Maze Runner: The Scorch Trials 3,355

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Sept 16, 2015 – Tuesday Sept 22, 2015

FILM RATING(000) % CHANGE
In the Heart of the Sea 980 +4,130%
The Jungle Book 14,510 +2,923%
Monkey Kingdom 171 +1,277%

 

Insights:

  • The combination of an “Access Hollywood” first look, Twitter Q&A and teaser trailer launch for Disney’s live-action “The Jungle Book” activated multiple generations of fans. With nearly 14 million views in the trailer’s first week online, “The Jungle Book” quickly became not only the top title of the week but also the most popular film of the month on YouTube.
  • New trailers also secured spots on the DAR-Film leaderboard for “Point Break” and “The Hunger Games: Mockingjay – Part 2” this week, while “Crimson Peak” had multiple activations to thank for its success. The combination of a new TV spot on YouTube, Tumblr Creatrs program, and a Twitter Q&A boosted engagement for the October release by 140%.
  • Fox’s “Maze Runner: The Scorch Trials” led the box office over the weekend and also rounded out this week’s DAR-Film top 5. In addition to grossing within 10% of the franchise’s first installment, Twitter and Facebook engagement was also within a similar range. Fans flocked to short videos on Facebook and character content on Twitter throughout opening weekend.

 

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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