Digital Audience Ratings: ‘The Hateful Eight’ Dominate, ‘Deadpool’ Still Soaring

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 Aug 12, 2015 – Tuesday Aug 18, 2015

RANK LAST WEEK FILM RATING(000)
1 The Hateful Eight 10,869
2 1 Deadpool 5,953
3 Ride Along 2 5,453
4 2 Straight Outta Compton 4,382
5 Star Wars: The Force Awakens 3,338

Key
First time on the chart
Pinnacle Rank

Trending Wednesday Aug 12, 2015 – Tuesday Aug 18, 2015

FILM RATING(000) % CHANGE
The Hateful Eight 10,869 +40,657%
Burnt 1,220 +17,357%
Shanghai 114 +11,849%

 

Insights:

  • “The Hateful Eight” bounced back from last year’s script leak stronger than ever. With nearly 11 million engagements within the week following the trailer launch, “The Hateful Eight” topped both the overall and trending leaderboards, knocking “Deadpool” out of the No. 1 spot. “The Hateful Eight” was the most sought after film on YouTube this week, more than doubling all other active films based on weekly viewership. The January release is off to a strong start, with an additional 400k+ new views tracked each day, nearly a week post launch.
  • “Deadpool” dropped down from No. 1 to No. 2, but maintained a top spot thanks to impressive YouTube viewership and Tumblr activity. “Deadpool” has accumulated more than 42 million YouTube views on the red-band Trailer released earlier this month, in addition to ranking as the most popular film on Tumblr this week.
  • While approaching another major box office record, Universal also released the first trailer for “Ride Along 2,” rounding out the top three films of the week. Momentum was kicked off on Wednesday (8/12) with a sneak peak via Entertainment Weekly and continued through the balance of the week with both talent support and full trailer viewership across the film’s owned social presences — Facebook, Twitter, YouTube, Instagram and Tumblr.

 

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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