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Digital Audience Ratings: ‘Magic Mike,’ ‘Pitch Perfect’ Set Stage, ‘Avengers’ Steal the Show

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 May 6, 2015 – Tuesday May 12, 2015

RANK LAST WEEK FILM RATING(000)
1 1 Avengers: Age of Ultron 5,098
2 Magic Mike XXL 3,817
3 Pitch Perfect 2 3,021
4 3 Jurassic World 2,892
5 2 Star Wars: The Force Awakens 2,801

Key
First time on the chart
Pinnacle Rank

Trending Wednesday May 6, 2015 – Tuesday May 12, 2015

FILM RATING(000) % CHANGE
Ricki and the Flash 150 +1,803%
Maggie 307 +966%
Magic Mike XXL 3,817 +849%

 

Insights:

  • Despite a 50% drop in Digital Audience Rating and box office gross this week, “Avengers” held strong at the top of the DAR-Film leaderboard. “Jurassic World” and “Star Wars” also maintained spots within the top 5, but the action films dropped down on the leaderboard to make room for song and dance.
  • “Magic Mike XXL” danced its way to the second spot on the DAR-Film leaderboard this week, as well as the trending list. After a social tease and broadcast preview on “Good Morning America,” the official trailer was released on Wednesday. After a quick 3 million views on YouTube, “Magic Mike” surpassed “Avengers” as the most viewed film of the week. The film’s rating as a result of the second trailer release wasn’t quite as strong as the first, but was more than enough to propel the film from 35th to second — its peak ranking to date.
  • With release just around the corner (5/15), “Pitch Perfect 2” also returned to the DAR-Film leaderboard this week. The highly anticipated sequel tracks five times stronger than the first “Pitch Perfect” on Facebook and was also the most popular film on the platform over the week. Instagram activity was also impressive, with buzz about the #Pitch2Premiere supporting over 500K engagements.

 

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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