Methods and apparatus to measure exposure to streaming media

1. A method comprising:

intercepting, with a media monitor intermediate a media device and a display, a second transport stream including media output from the media device, the media monitor coupling the media device to the display, the second transport stream including a textual representation of a watermark obtained by the media device from a timed text track associated with but separate from a first transport stream received by the media device;

accessing, at the media monitor, the textual representation of the watermark from the intercepted second transport stream, the textual representation of the watermark inserted into the second transport stream by the media device based on the timed text track;

determine whether the textual representation of the watermark is (1) media identifying metadata and (2) formatted using an ID3 format; and

in response to the determination that the textual representation of the watermark is (1) the media identifying metadata and (2) formatted using the ID3 format, forwarding, from the media monitor, the textual representation of the watermark to a central facility of an audience measurement entity.

2. The method as described in claim 1 , further including associating the watermark with the media at the central facility.

3. The method as described in claim 2 , further including transmitting audience identifying information to the central facility.

4. The method as described in claim 3 , further including associating the audience identifying information with the media.

5. The method as described in claim 4 , further including generating a media exposure report based on the audience identifying information and the media.

6. The method as described in claim 1 , wherein the textual representation of the watermark is included in a closed captioning portion of the second transport stream.

7. The method as described in claim 1 , wherein the streaming format is a Hypertext Transfer Protocol (HTTP) Live Streaming (HLS) protocol.

8. A system to measure exposure to streaming media, the system comprising:

a central facility of an audience measurement entity; and

a media monitor to intercept second media intermediate a media device and a display, the media monitor to couple the media device to the display, the second media including a textual representation of a watermark obtained by the media device from a timed text track associated with but separate from first media received by the media device, the textual representation of the watermark inserted into the second transport stream by the media device based on the timed text track, the media monitor to access the textual representation of the watermark in a closed captioning portion of the second media, the media monitor to transmit the watermark to the central facility in response to determining the textual representation is (1) media identifying metadata and (2) formatted using an ID3 format.

9. The system as described in claim 8 , wherein the media monitor is to collect audience identifying information associated with the display and transmit the audience identifying information to the central facility.

10. The system as described in claim 8 , wherein the central facility is to generate a media exposure report based on the audience identifying information and the watermark.

11. A tangible machine-readable storage medium comprising machine-readable instructions which, when executed, cause a processor of a media monitor to at least:

intercept a second transport stream including media output from a media device, the intercepting performed intermediate the media device and a display device, the media monitor coupling the media device and the display, the second transport stream including a textual representation of a watermark obtained by the media device from a timed text track associated with but separate from a first transport stream received by the media device;

access the textual representation of the watermark from the intercepted second transport stream, the textual representation of the watermark inserted into the second transport stream by the media device based on the timed text track;

determine whether the textual representation of the watermark is (1) media identifying metadata and (2) formatted using the ID3 format; and

in response to determining that the textual representation of the watermark is (1) the media identifying metadata and (2) formatted using the ID3 format, forward the textual representation of the watermark to a central facility of an audience measurement entity.

12. The machine-readable storage medium of claim 11 , wherein the instructions, when executed, further cause the processor to transmit audience identifying information to the central facility.

13. The machine-readable storage medium of claim 12 , wherein the instructions, when executed, further cause the processor to associate the audience identifying information with the media.

14. The machine-readable storage medium of claim 13 , wherein the central facility is to generate a media exposure report based on the audience identifying information and the media.

15. The machine-readable storage medium of claim 11 , wherein the textual representation of the watermark is included in a closed captioning portion of the second transport stream.

16. The machine-readable storage medium of claim 11 , wherein the streaming format is a Hypertext Transfer Protocol (HTTP) Live Streaming (HLS) protocol.

17. The method as described in claim 1 , wherein the audience measurement entity is not involved with delivery of the first transport stream to the media device.

18. The system as described in claim 8 , wherein the audience measurement entity is not involved with delivery of the first media to the media device.

19. The machine-readable storage medium of claim 11 , wherein the audience measurement entity is not involved with delivery of the first transport stream to the media device.