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