Methods, apparatus and articles of manufacture to estimate local market audiences of media content
Example methods, apparatus and articles of manufacture to estimate local market audiences of media are disclosed herein. Disclosed example methods include accessing set-top box return path tuning data obtained from a plurality of set-top boxes located in a first geographic area. Disclosed example methods also include determining a ratio of (1) a first audience metric determined from audience measurement data associated with a second geographic area different from the first geographic area to (2) a second audience metric determined from a portion of the audience measurement data identified to be associated with monitored sites in the second geographic area having second set-top box characteristics that correspond with first set-top box characteristics of the set-top boxes located in the first geographic area. Disclosed example methods further include processing the set-top box return path tuning data based on the ratio to determine an audience exposure metric in the first geographic area.
1. An apparatus to measure media exposure in a first geographic area, the apparatus comprising:
a demographic audience estimator to determine a first audience metric based on audience measurement data associated with a second geographic area different from the first geographic area;
a cutback audience estimator to determine a second audience metric from a portion of the audience measurement data identified to be associated with monitored sites in the second geographic area having second set-top box characteristics that correspond with first set-top box characteristics of a plurality of set-top boxes located in the first geographic area; and
a local market estimator to:
determine a ratio of the first audience metric to the second audience metric; and
process set-top box return path tuning data based on the ratio to determine an audience exposure metric estimating exposure to media in the first geographic area, the set-top box return path tuning data obtained from the plurality of set-top boxes located in the first geographic area.
2. The apparatus of claim 1 , wherein the audience measurement data is second audience measurement data, and further including a weighter to weight first audience measurement data associated with the second geographic area, the weighter to weight the first audience measurement data based on population data associated with the first geographic area to form the second audience measurement data.
3. The apparatus of claim 1 , wherein the first geographic area is associated with a local audience located in a local market, and the second geographic area is associated with a national audience of the media.
4. The apparatus of claim 1 , wherein the audience exposure metric includes at least one of an audience population estimate of a number of persons in the first geographic area that have been exposed to the media, or an audience ratings estimate of a percentage of persons in the first geographic area that have been exposed to the media.
5. The apparatus of claim 1 , wherein the local market estimator is further to scale a third audience metric based on the ratio to determine the audience exposure metric, the third audience metric determined from the set-top box return path tuning data.
6. The apparatus of claim 1 , wherein the ratio is a first ratio, and the local market estimator is further to combine a second ratio, a third ratio and a fourth ratio to determine the first ratio.
7. The apparatus of claim 6 , wherein the second ratio includes a fifth ratio of the first audience metric to a number of audience members, the third ratio includes a sixth ratio of the number of audience members to a number of households, and the fourth ratio includes a seventh ratio of the number of household to the second audience metric.
8. A method to measure media exposure in a first geographic area, the method comprising:
accessing, by executing an instruction with a processor, set-top box return path tuning data obtained from a plurality of set-top boxes located in the first geographic area;
determining, by executing an instruction with the processor, a ratio of (1) a first audience metric determined from audience measurement data associated with a second geographic area different from the first geographic area to (2) a second audience metric determined from a portion of the audience measurement data identified to be associated with monitored sites in the second geographic area having second set-top box characteristics that correspond with first set-top box characteristics of the plurality of set-top boxes located in the first geographic area; and
processing, by executing an instruction with the processor, the set-top box return path tuning data based on the ratio to determine an audience exposure metric estimating exposure to media in the first geographic area.
9. The method of claim 8 , wherein the audience measurement data is second audience measurement data, and further including weighting first audience measurement data associated with the second geographic area, the weighting based on population data associated with the first geographic area to form the second audience measurement data.
10. The method of claim 8 , wherein the first geographic area is associated with a local audience located in a local market, and the second geographic area is associated with a national audience of the media.
11. The method of claim 8 , wherein the audience exposure metric includes at least one of an audience population estimate of a number of persons in the first geographic area that have been exposed to the media, or an audience ratings estimate of a percentage of persons in the first geographic area that have been exposed to the media.
12. The method of claim 8 , wherein the processing of the set-top box return path tuning data includes scaling a third audience metric based on the ratio to determine the audience exposure metric, the third audience metric determined from the set-top box return path tuning data.
13. The method of claim 8 , wherein the ratio is a first ratio, and the determining of the first ratio includes combining a second ratio, a third ratio and a fourth ratio to determine the first ratio.
14. The method of claim 13 , wherein the second ratio includes a fifth ratio of the first audience metric to a number of audience members, the third ratio includes a sixth ratio of the number of audience members to a number of households, and the fourth ratio includes a seventh ratio of the number of household to the second audience metric.
15. A non-transitory computer readable medium comprising computer readable instructions which, when executed, cause a processor to at least:
access set-top box return path tuning data obtained from a plurality of set-top boxes located in a first geographic area;
determine a ratio of (1) a first audience metric determined from audience measurement data associated with a second geographic area different from the first geographic area to (2) a second audience metric determined from a portion of the audience measurement data identified to be associated with monitored sites in the second geographic area having second set-top box characteristics that correspond with first set-top box characteristics of the plurality of set-top boxes located in the first geographic area; and
process the set-top box return path tuning data based on the ratio to determine an audience exposure metric estimating exposure to media in the first geographic area.
16. The non-transitory computer readable medium of claim 15 , wherein the audience measurement data is second audience measurement data, and the instructions, when executed, further cause the processor to weight first audience measurement data associated with the second geographic area, the processor to weight the first audience measurement data based on population data associated with the first geographic area to form the second audience measurement data.
17. The non-transitory computer readable medium of claim 15 , wherein the audience exposure metric includes at least one of an audience population estimate of a number of persons in the first geographic area that have been exposed to the media, or an audience ratings estimate of a percentage of persons in the first geographic area that have been exposed to the media.
18. The non-transitory computer readable medium of claim 15 , wherein the instructions cause the processor to process the set-top box return path tuning data by scaling a third audience metric based on the ratio to determine the audience exposure metric, the third audience metric determined from the set-top box return path tuning data.
19. The non-transitory computer readable medium of claim 15 , wherein the ratio is a first ratio, and the instructions cause the processor to determine the first ratio by combining a second ratio, a third ratio and a fourth ratio to determine the first ratio.
20. The non-transitory computer readable medium of claim 19 , wherein the second ratio includes a fifth ratio of the first audience metric to a number of audience members, the third ratio includes a sixth ratio of the number of audience members to a number of households, and the fourth ratio includes a seventh ratio of the number of household to the second audience metric.