Digital Audience Ratings: ‘The Avengers’ Turns Trailer Leak into Record-Breaking Debut
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 Oct 22, 2014 – Tuesday Oct 28, 2014 | |||||
RANK | LAST WEEK | FILM | RATING(000) | |||
1 |  | – |  | 50,269 |  | |
2 | | – |  | 3,838 | | |
3 | | – |  | 3,785 | ||
4 |  | 1 |  | The Hunger Games: Mockingjay – Part 1 | 3,037 | |
5 | | 2 |  | 3,002 | ||
- |
Key | |
| First time on the chart |
 | Pinnacle Rank |
- |
Trending | Wednesday Oct 22, 2014 – Tuesday Oct 28, 2014 | ||||
FILM | RATING(000) | % CHANGE | |||
| The Avengers: Age of Ultron | 50,269 | +23,572% | ||
| Furious 7 | 3,838 | +4,534% | ||
| The Book of Life | 3,785 | +1,513% | ||
Insights:
“The Avengers” has arrived earlier than expected thanks to an accidental trailer leak. Marvel and Disney reacted quickly and redirected 50MM viewers from the leak to the official upload in the first week online. Although unexpected, the first trailer for “The Avengers: Age of Ultron” shattered DAR records with the highest rating of all time. The film’s performance more than quadrupled the previous leader, “The Hunger Games: Mockingjay – Part I.”
The announcement of a trailer launch event ignited a Facebook frenzy for “Furious 7”. The upcoming event will be held at Universal Studios (11/1) and follow seven days of new content releases. With excitement quickly building, “Furious 7” should on the rise for next week.
Rankings dropped slightly, but “The Hunger Games: Mockingjay – Part I” and “Annabelle” both earned their fifth consecutive week in the spotlight. Halloween season helped “Annabelle” while “The Hunger Games: Mockingjay – Part 1” benefited from final trailer anticipation.
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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