Digital Audience Ratings: ‘Jurassic World’ Stomps to the Top, ‘Paper Towns’ Tumblr Takeover

Jurassic World
Courtesy of Universal

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 3, 2015 – Tuesday Jun 9, 2015

1 3 Jurassic World 6,227
2 Mission Impossible – Rogue Nation 5,629
3 Paper Towns 5,352
4 The Martian 5,057
5 4 Inside Out 4,672

First time on the chart
Pinnacle Rank

Trending Wednesday Jun 3, 2015 – Tuesday Jun 9, 2015

The Perfect Guy 2,484 +231,143%
Mistress America 1,371 +168,491%
The Martian 5,057 +30,243%



  • Summer franchises “Jurassic World” and “Mission Impossible – Rogue Nation” topped the DAR-Film leaderboard this week. “Jurassic World” stomped its way to the top just in time for the park to open in theaters this weekend. 270k fans searched for the movie on Wikipedia over the week — by far the strongest traffic across the industry. “Mission Impossible” has a new trailer to thank for its ranking, once again capturing the attention of millions of fans on YouTube.
  • “Paper Towns” claimed the No. 3 spot this week thanks to trailer #2 and heavy Tumblr traffic from a one note = one vote campaign. “Paper Towns” relied on Tumblr fans to map out and vote for Get Lost Get Found Tour locations, landing the film as the most engaged with title on Tumblr this week.
  • “The Martian” campaign kicked off with an official trailer for Ridley Scott’s next film this week, landing it a spot on both DAR-Film leaderboards. The combination of a Twitter chat, poster release and an Empire magazine exclusive supported over 5M interactions throughout the film’s kick-off week.


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.


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.