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Digital Audience Ratings: ‘Jurassic World’ Still Soaring, ‘The Martian’ Momentum Continues

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 Jun 10, 2015 – Tuesday Jun 16, 2015

RANK LAST WEEK FILM RATING(000)
1 1 Jurassic World 12,748
2 4 The Martian 5,626
3 5 Inside Out 4,976
4 The Hunger Games: Mockingjay Part 2 3,497
5 Minions 2,359

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Jun 10, 2015 – Tuesday Jun 16, 2015

FILM RATING(000) % CHANGE
The Man From U.N.C.L.E. 1,724 +5,486%
The Stanford Prison Experiment 181 +4,373%
Kung Fu Panda 3 662 +1,703%

 

Insights:

  • Jurassic World” blew expectations out of the park, topping the DAR-Film leaderboard and box office with a record-breaking opening of $208 million. While millions of fans continue to watch video content and engage with congratulatory social posts, “Jurassic World” was also the most searched for film of the year based on opening-week Wikipedia performance.
  • Fox’s “The Martian” also continued climbing for the second week in a row. After a trailer launch and campaign kickoff last week, this week’s release date change announcement kept both fans and press buzzing. Ridley Scott’s film was previously scheduled for Thanksgiving weekend, but will now open on October 2, with over 10 million lifetime engagements already under its belt.
  • With release quickly approaching (7/10), “Minions” hung onto a spot on the top 5 leaderboard. The “Despicable Me” spinoff gained traction over the week, playing off of fellow Universal release “Jurassic World.” The London premiere also helped boost the little yellow guys onto the leaderboard.
  • New trailers were launched this week for “The Hunger Games: Mockingjay Part 2,” “The Man From U.N.C.L.E.,” and “The Stanford Prison Experiment,” with all films trending. Supported by tons of talent involvement, “The Hunger Games” closed the week as the strongest launch and quickly debuted within the top 5. Fans rushed to every social media channel to view the new content for “Mockingjay – Part II,” which will bring the hit series to a close this November.

 

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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