Based on Hits Daily Double’s early data, the opening week sales figure for Coldplay’s new “Ghost Stories” will likely trail that of predecessor “Mylo Xyloto.”
And insofar as the “Mylo Xyloto” sales mark trailed that of predecessor “Viva La Vida,” which trailed that of “X&Y,” the anticipated “Ghost Stories” number would mark a third consecutive decline for the band.
Its estimated total of 325-350,000 is not, however, something at which to sneeze. The total will give Coldplay a dominant win over Brantley Gilbert’s fellow, high-profile newcomer “Just as I Am” (pacing for 170-190,000) and secure the band its fourth number one on the Billboard 200 album sales chart.
And while projections based on opening day sales data are always subject to change, this week’s estimate might be particularly rough. Hits Daily Double, which issued the forecast, noted that some retailers (including Target) incorrectly advertised a 5/20 release date (the album officially streeted on 5/19).
If that advertising deterred would-be buyers from purchasing the album until Tuesday, the early data would understate the album’s weekly sales trajectory.