Methods, apparatus and articles of manufacture to estimate local market audiences of media content
Disclosed example audience measurement apparatus include first estimator means for determining a first audience metric based on set-top box return path tuning data obtained from a plurality of set-top boxes located in a first geographic area, second estimator means for determining a second audience metric from a portion of audience measurement data corresponding to a second geographic area different from the first geographic area, the portion of the audience measurement data 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 third estimator means for (i) determining a ratio of the first audience metric to the second audience metric, and (ii) processing the audience measurement data based on the ratio to determine an audience exposure metric estimating exposure to media in the first geographic area.
1. An audience measurement apparatus comprising:
first estimator means for determining a first audience metric based on set-top box return path tuning data obtained from a plurality of set-top boxes located in a first geographic area;
second estimator means for determining a second audience metric from a portion of audience measurement data corresponding to a second geographic area different from the first geographic area, the portion of the audience measurement data 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
third estimator means for (i) determining a plurality of ratios of respective first audience metrics determined for respective demographic stratifications to corresponding second audience metrics determined for the respective demographic stratifications, and (ii) combining the plurality of ratios after multiplication with third audience metrics determined for the respective demographic stratifications from the audience measurement data to determine an audience exposure metric estimating exposure to media in the first geographic area.
2. The audience measurement apparatus of claim 1 , wherein the audience measurement data is second audience measurement data, and further including means for weighting first audience measurement data, which is associated with the second geographic area, based on population data associated with the first geographic area to form the second audience measurement data.
3. The audience measurement 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 audience measurement 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 audience measurement apparatus of claim 1 , wherein the audience measurement data is second audience measurement data, and further including means for adjusting the ratio based on first audience measurement data associated with the first geographic area and that is different from the set-top box return path tuning data.
6. The audience measurement apparatus of claim 5 , wherein the means for adjusting the ratio is to raise the ratio to a power to determine an adjusted ratio and is to scale the adjusted ratio by a gain value, the power and the gain value being determined based on the first audience measurement data.
7. The audience measurement apparatus of claim 1 , wherein the ratio is limited to be between a lower limit and an upper limit.
8. An audience measurement apparatus comprising:
first estimator means for determining a first audience metric based on audience measurement data associated with a second geographic area different from a first geographic area;
second estimator means for determining 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
third estimator means for (i) determining a plurality of ratios of respective first audience metrics determined for respective demographic stratifications to corresponding second audience metrics determined for the respective demographic stratifications, and (ii) combining the plurality of ratios after multiplication with third audience metrics determined for the respective demographic stratifications from set-top box return path tuning data 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.
9. The audience measurement apparatus of claim 8 , wherein the audience measurement data is second audience measurement data, and further including means for weighting first audience measurement data, which associated with the second geographic area, based on population data associated with the first geographic area to form the second audience measurement data.
10. The audience measurement apparatus 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 audience measurement apparatus 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 audience measurement apparatus of claim 8 , wherein the plurality of ratios includes a first ratio, and the third estimator means is further to combine a second ratio, a third ratio and a fourth ratio to determine the first ratio.
13. The audience measurement apparatus of claim 12 , 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.
14. An apparatus comprising:
first means for weighting audience measurement data associated with a first geographic area based on population data associated with a second geographic area different from the first geographic area to form weighted data; and
second means for (i) determining a plurality of ratios of (A) respective first audience metrics determined for respective demographic stratifications from set-top box return path tuning data associated with the second geographic area and (B) corresponding second audience metrics determined for the respective demographic stratifications from corresponding cutback portions of the audience measurement data identified to be associated with monitored sites in the first geographic area having first set-top box characteristics that correspond with second set-top box characteristics of set-top box equipment that provided the set-top box return path tuning data, and (ii) combining the plurality of ratios after multiplication with third audience metrics determined for the respective demographic stratifications from the weighted data to determine an audience exposure metric estimating exposure to media in the second geographic area.
15. The apparatus of claim 14 , wherein the first geographic area is associated with a national audience of the media, and the second geographic area is associated with a local audience located in a local market.
16. The apparatus of claim 14 , wherein the first means is to obtain a subset of the audience measurement data, and weight the subset based on a target demographic group represented in the population data, a target program, a target date, and a target time-of-day.
17. The apparatus of claim 14 , wherein the second means is to impute characteristics of the set-top box return path tuning data, add cutback indicators to the weighted data, determine a demographic audience metric using the weighted data, determine a cutback audience metric using a portion of the weighted data having a cutback indicator selected based on the set-top box return path tuning data, determine a set-top box audience metric using the set-top box return path tuning data, and combine the demographic audience metric, the cutback audience metric and the set-top box audience metric to form the audience exposure metric.
18. The apparatus of claim 14 , wherein the audience measurement data is first audience measurement data, and the second means is further to adjust the audience exposure metric based on second audience measurement data associated with the second geographic area and that is different from the set-top box return path tuning data.