On August 6th Rockstar dated a Netflix premiere and started a 21-day clock. On day 12 an anonymous source published unreleased gameplay and the full map. Then eight days of silence.
We profiled the 104,439 people who engaged across four channels in those 31 days. Demographics, generation, location, lifestyle, brand affinity, detected items and emotional state, one person at a time. No surveys, no panels, no cooperation from the brand.
What comes out is not a coverage report. It is the difference between the audience that watched and the audience that committed, and it is the reason the leak looks like a win on every reach metric and like something else entirely on ours.
The premiere had a date. The middle had nothing.
Aug 6
The clock starts
An Extended Look is dated for the 27th. One day earns 177 times a normal day.
Aug 18
The footage arrives
Day 12 of 21. Unreleased gameplay and the full map, from a source nobody had heard of.
Aug 19 to 25
Silence
Trust falls to 4.5, its floor for the month. Negative sentiment climbs to 39.5%.
Aug 26
Rockstar replies
Twenty-four hours before the premiere. 36,546 new people profiled in a single day.
Aug 27
The premiere
Trust closes at 7.0, the best reading of the month and a full point above anything before the leak.
Trust did not break on impact. It bled out over eight days of silence. The audience did not punish the leak. It punished the absence of a reply.
104,439
People profiled individually across four channels in 31 days. Active audience, not followers.
$155,725
The True Audience Value of eight days of global leaks. A normal eight days is worth $90,342, so the leaks made money.
0.3%
Of the month's high-intent action came from the eight days of leaks. 73.5% came in the six days after Rockstar spoke. Nobody bookmarks a leak to watch it again on launch day.
4.5 → 7.0
Our Community Trust Score, from the worst reading of the month to the best, in five days. The statement bought +0.3. The content bought +1.9.
This is what we learned from GTA VI's most engaged fans.
We did not need Rockstar's permission, which means the same analysis runs on any brand: yours, or the one you are pitching against.