Methods and apparatus to measure exposure to streaming media

1. An apparatus to measure exposure to streaming media, the apparatus comprising:

a duration setter to, upon completion of playback of a first media segment of a multi-segment media, update a multi-file counter with an offset based on a duration of the first media segment;

a file detector to detect that a second media segment is a segment of the multi-segment media;

an event listener to determine, during presentation of the second media segment, a playback time within the second media segment;

a metadata retriever to add the playback time to the multi-file counter to determine a corresponding playback time of the multi-segment media, the metadata retriever to attempt to perform a lookup of a metadata tag in a table of metadata tags and corresponding playback positions based on the playback time of the multi-segment media; and

a transmitter to, in response to successful performance of the lookup, transmit the metadata tag corresponding to the playback time of the multi-segment media to an audience measurement entity, at least one of the duration setter, the file detector, the event listener and the metadata retriever implemented in hardware.

2. The apparatus of claim 1 , further including a structure generator to generate the table of metadata tags and corresponding playback positions based on information included in a first media segment of a multi-segment media.

3. The apparatus of claim 2 , wherein the table of metadata tags and corresponding playback positions is based on information included in only the first media segment of the multi-segment media.

4. The apparatus of claim 1 , wherein the duration setter is to, upon completion of playback of the second media segment, update a multi-file counter with an offset based on the duration of the second media segment.

5. The apparatus of claim 4 , wherein the file detector is to detect that a third media segment presented intermediate the first media segment and the second media segment is not a segment of the multi-segment media, the duration setter to, upon completion of playback of the third media segment, omit updating of the multi-file counter.

6. The apparatus of claim 5 , wherein the third media segment is an advertisement.

7. The apparatus of claim 1 , wherein the file detector is to detect that the second segment is a segment of the multi-segment media by detecting that a name of the second media segment is an incremented version of the name of the first media segment.

8. The apparatus of claim 1 , wherein the file detector is to detect that the second segment is a segment of the multi-segment media by detecting that a name of the second media segment complies with a file naming convention for the multi-segment media.

9. The apparatus of claim 1 , wherein the transmitter is further to, in response to the successful performance of the lookup, add the metadata tag to a list of metadata tags, and transmit the list of metadata tags.

10. A non-transitory computer readable medium comprising instructions which, when executed, cause a machine to at least:

upon completion of playback of a first media segment of a multi-segment media, update a multi-file counter with an offset based on a duration of the first media segment;

detect that a second media segment is a segment of the multi-segment media;

determine, during presentation of the second media segment, a playback time within the second media segment;

add the playback time to the multi-file counter to determine a corresponding playback time of the multi-segment media;

attempt to perform a lookup of a metadata tag in a table of metadata tags and corresponding playback positions based on the playback time of the multi-segment media, the table of metadata tags and corresponding playback positions generated based on information included in the first media segment; and

in response to successful performance of the lookup, transmit the metadata tag corresponding to the playback time of the multi-segment media to an audience measurement entity.

11. The non-transitory computer readable medium of claim 10 , wherein the instructions when executed, further cause the machine to, upon completion of playback of the second media segment, update a multi-file counter with an offset based on the duration of the second media segment.

12. The non-transitory computer readable medium of claim 11 , wherein the instructions when executed, further cause the machine to:

detect that a third media segment presented intermediate the first media segment and the second media segment is not a segment of the multi-segment media;

upon completion of playback of the third media segment, omit updating of the multi-file counter.

13. The non-transitory computer readable medium of claim 10 , wherein the detecting that the second media segment is a segment of the multi-segment media includes detecting that a name of the second media segment complies with a file naming convention for the multi-segment media.

14. The non-transitory computer readable medium of claim 10 , wherein the instructions when executed, further cause the machine to, in response to the successful performance of the lookup:

add the metadata tag to a list of metadata tags; and

transmit the list of metadata tags.

15. An apparatus to measure exposure to streaming media, the apparatus comprising:

means for updating, upon completion of playback of a first media segment of a multi-segment media, a multi-file counter with an offset based on a duration of the first media segment;

means for detecting that a second media segment is a segment of the multi-segment media;

means for determining during presentation of the second media segment, a playback time within the second media segment;

means for determining a corresponding playback time of the multi-segment media by adding the playback time to the multi-file counter;

means for attempting a lookup of a metadata tag in a table of metadata tags and corresponding playback positions based on the playback time of the multi-segment media, the table of metadata tags and corresponding playback positions constructed based on information included in the first media segment; and

means for transmitting, in response to successful performance of the lookup, the metadata tag corresponding to the playback time of the multi-segment media to an audience measurement entity.

16. The apparatus of claim 15 , further including means for generating the table of metadata tags and corresponding playback positions based on information included in a first media segment of a multi-segment media.

17. The apparatus of claim 16 , wherein the table of metadata tags and corresponding playback positions is based on information included in only the first media segment of the multi-segment media.

18. The apparatus of claim 15 , wherein upon completion of playback of the second media segment, the means for updating is to update a multi-file counter with an offset based on the duration of the second media segment.

19. The apparatus of claim 18 , wherein the means for detecting is further to detect that a third media segment presented intermediate the first media segment and the second media segment is not a segment of the multi-segment media, the means for updating to, upon completion of playback of the third media segment, omit updating of the multi-file counter.

20. The apparatus of claim 19 , wherein the third media segment is an advertisement.