Methods and apparatus to estimate deduplicated total audiences in cross-platform media campaigns
Methods, apparatus, systems and articles of manufacture to estimate deduplicated total audiences in cross-platform media campaigns are disclosed. An example method includes determining a first audience reach for a television audience, the television audience representative of audience members exposed to the media campaign via television media delivery, and determining a second audience reach for a digital audience, the digital audience representative of audience members exposed to the media campaign via digital media delivery. The example method also includes an overlap multiplier based on the media campaign, the overlap multiplier an odds ratio, and determining a duplication factor for the media campaign based on the first audience reach, the second audience reach and the overlap multiplier. The example method also includes determining a total audience for the media campaign based on the first audience reach, the second audience reach and the duplication factor.
1. An apparatus to estimate deduplicated total audience for a media campaign, the apparatus comprising:
a metrics manager to:
determine a first audience reach for a television audience, the television audience representative of audience members exposed to the media campaign via television media delivery; and
determine a second audience reach for a digital audience, the digital audience representative of audience members exposed to the media campaign via digital media delivery;
determine a first audience size for a second television audience, the second television audience representative of panelists exposed to a plurality of television campaigns associated with a media genre;
determine a second audience size for a second digital audience, the second digital audience representative of panelists exposed to a plurality of digital campaigns associated with the media genre; and
determine a third audience size for a duplicated audience, the duplicated audience representative of panelists exposed to the plurality of television campaigns and the plurality of digital campaigns associated with the media genre;
an overlap calculator to:
determine a television panel reach based on the first audience size and a panelist population based on the media genre;
determine a digital panel reach based on the second audience size and the panelist population;
determine a panel duplication reach based on the third audience size and the panelist population; and
determine a did-not-view reach based on the first audience size, the second audience size, the third audience size and the panelist population;
a deduplicator to:
obtain an overlap multiplier from a factors database based on the media campaign, the overlap multiplier is an odds ratio; and
determine a duplication factor for the media campaign based on the first audience reach, the second audience reach and the overlap multiplier; and
an audience manager to determine a total audience for the media campaign based on the first audience reach, the second audience reach and the duplication factor, at least one of the metrics manager, the overlap calculator, the deduplicator or the audience manager implemented by a logic circuit.
2. The apparatus as defined in claim 1 , wherein the digital media delivery includes at least a digital television platform or a digital content ratings platform.
3. The apparatus as defined in claim 1 , wherein the metrics manager is to determine the first audience reach at a media hierarchy level associated with at least an episode, a program or an originator.
4. The apparatus as defined in claim 1 , wherein the deduplicator is to obtain the overlap multiplier based on the media genre.
5. The apparatus as defined in claim 1 , wherein the overlap calculator is to determine the overlap multiplier as a ratio of (1) a product of the panel duplication reach and the did-not-view reach and (2) a product of the television panel reach and the digital panel reach.
6. A method to estimate deduplicated total audience for a media campaign, the method comprising:
determining, by executing an instruction with a processor, a first audience reach for a television audience, the television audience representative of audience members exposed to the media campaign via television media delivery;
determining, by executing an instruction with the processor, a second audience reach for a digital audience, the digital audience representative of audience members exposed to the media campaign via digital media delivery;
determining a first audience size for a second television audience, the second television audience representative of panelists exposed to a plurality of television campaigns associated with a media genre;
determining a second audience size for a second digital audience, the second digital audience representative of panelists exposed to a plurality of digital campaigns associated with the media genre;
determining a third audience size for a duplicated audience, the duplicated audience representative of panelists exposed to the plurality of television campaigns and the plurality of digital campaigns associated with the media genre;
determining a television panel reach based on the first audience size and a panelist population based on the media genre;
determining a digital panel reach based on the second audience size and the panelist population;
determining a panel duplication reach based on the third audience size and the panelist population;
determining a did-not-view reach based on the first audience size, the second audience size, the third audience size and the panelist population;
selecting, by executing an instruction with the processor, an overlap multiplier from a factors database based on the media campaign, the overlap multiplier is an odds ratio;
determining, by executing an instruction with the processor, a duplication factor for the media campaign based on the first audience reach, the second audience reach and the overlap multiplier; and
determining, by executing an instruction with the processor, a total audience for the media campaign based on the first audience reach, the second audience reach and the duplication factor.
7. The method as defined in claim 6 , wherein the digital media delivery includes at least a digital television platform or a digital content ratings platform.
8. The method as defined in claim 6 , further including determining the first audience reach at a media hierarchy level associated with at least an episode, a program or an originator.
9. The method as defined in claim 6 , further including selecting the overlap multiplier based on the media genre.
10. The method as defined in claim 6 , further including determining the overlap multiplier as a ratio of (1) a product of the panel duplication reach and the did-not-view reach and (2) a product of the television panel reach and the digital panel reach.
11. A tangible computer readable storage medium comprising instructions that, when executed, cause a machine to at least:
determine a first audience reach for a television audience, the television audience representative of audience members exposed to a media campaign via television media delivery;
determine a second audience reach for a digital audience, the digital audience representative of audience members exposed to the media campaign via digital media delivery;
determine a first audience size for a second television audience, the second television audience representative of panelists exposed to a plurality of television campaigns associated with a media genre;
determine a second audience size for a second digital audience, the second digital audience representative of panelists exposed to a plurality of digital campaigns associated with the media genre;
determine a third audience size for a duplicated audience, the duplicated audience representative of panelists exposed to the plurality of television campaigns and the plurality of digital campaigns associated with the media genre;
determine a television panel reach based on the first audience size and a panelist population based on the media genre;
determine a digital panel reach based on the second audience size and the panelist population;
determine a panel duplication reach based on the third audience size and the panelist population;
determine a did-not-view reach based on the first audience size, the second audience size, the third audience size and the panelist population;
select an odds ratio based on the media campaign;
determine a duplication factor for the media campaign based on the first audience reach, the second audience reach and the odds ratio; and
determine a total audience for the media campaign based on the first audience reach, the second audience reach and the duplication factor.
12. The tangible computer readable storage medium as defined in claim 11 , wherein the digital media delivery includes at least a digital television platform or a digital content ratings platform.
13. The tangible computer readable storage medium as defined in claim 11 , further including instructions that, when executed, cause the machine to determine the first audience reach at a media hierarchy level associated with at least an episode, a program or an originator.
14. The tangible computer readable storage medium as defined in claim 11 , further including instructions that, when executed, cause the machine to select the overlap multiplier based on a media genre associated with the media campaign.
15. The tangible computer readable storage medium as defined in claim 11 , wherein the instructions are further to cause the machine to determine the odds ratio based on (1) a product of the panel duplication reach and the did-not-view reach and (2) a product of the television panel reach and the digital panel reach.