Methods and apparatus to determine impressions corresponding to market segments

1. An apparatus, comprising:

an impression collector to request demographic information from a database proprietor, the demographic information corresponding to first requests from mobile devices indicative of media impressions;

a demographics determiner to determine a number of the media impressions that occurred on the mobile devices and that are attributable to a first demographic group, the number of the media impressions based on attributions of the media impressions to the first demographic group indicated in the demographic information by the database proprietor;

a precision determiner to determine whether a first audience size of a first audience that corresponds to the first demographic group satisfies a threshold, the first audience including panelists in an audience measurement panel maintained by an audience measurement entity; and

a market segment calculator to, when a second audience size of a second audience satisfies the threshold, conserve at least one of computing resources or network resources by calculating a portion of the media impressions attributable to a market segment and to a second demographic group based on a portion of the second audience that belongs to the market segment without using computer processing resources to continuously communicate with non-panel online users to request survey responses about personal information related to the market segment.

2. The apparatus as defined in claim 1 , wherein the second audience includes ones of the panelists in the audience measurement panel and corresponding to the second demographic group, the first audience being a subset of the second audience, and the first demographic group being a subset of the second demographic group.

3. The apparatus as defined in claim 1 , wherein the first demographic group includes one of multiple age and gender groups, and the second demographic group includes a combination of the multiple age and gender groups.

4. The apparatus as defined in claim 1 , wherein the audience measurement panel includes a television audience measurement panel.

5. The apparatus as defined in claim 1 , wherein the precision determiner is to determine whether a third audience size of a third audience that corresponds to a third demographic group satisfies the threshold, the third audience including ones of the panelists in the audience measurement panel, the third audience being a subset of the second audience, and the third demographic group being a subset of the second demographic group; and

the market segment calculator is to, when the third audience size of the third audience satisfies the threshold and the first audience size does not satisfy the threshold:

calculate a second portion of the media impressions attributable to both the market segment and the second demographic group based on a portion of the third audience that belongs to the market segment; and

calculate a third portion of the media impressions attributable to both the market segment and the first demographic group based on the portion of the second audience that belongs to the market segment.

6. The apparatus as defined in claim 1 , wherein the market segment calculator is to calculate the portion of the media impressions by multiplying a) the portion of the second audience belonging to the market segment and b) a third audience size for the second demographic group determined based on i) the demographic information obtained from the database proprietor and ii) a second number of second media impressions counted at the impression collector, to calculate a second portion of the second audience that belongs to both the market segment and the second demographic group.

7. The apparatus as defined in claim 6 , wherein the market segment calculator is to calculate the portion of the media impressions by multiplying an impression frequency corresponding to the second demographic group and the second portion of the second audience that belongs to both the market segment and the second demographic group.

8. A tangible computer readable storage medium comprising computer readable instructions which, when executed, cause a processor to at least:

request demographic information from a database proprietor, the demographic information corresponding to first requests from mobile devices indicative of media impressions;

determine a number of the media impressions that occurred on the mobile devices and that are attributable to a first demographic group, the number of the media impressions based on attributions of the media impressions to the first demographic group indicated in the demographic information by the database proprietor;

determine whether a first audience size of a first audience that corresponds to the first demographic group satisfies a threshold, the first audience including panelists in an audience measurement panel maintained by an audience measurement entity; and

when a second audience size of a second audience satisfies the threshold, conserve at least one of computing resources or network resources by calculating a portion of the media impressions attributable to a market segment and to a second demographic group based on a portion of the second audience that belongs to the market segment without using computer processing resources to continuously communicate with non-panel online users to request survey responses about personal information related to the market segment.

9. The tangible computer readable storage medium as defined in claim 8 , wherein the instructions are further to cause the processor to:

determine whether a third audience size of a third audience that corresponds to a third demographic group satisfies the threshold, the third audience including ones of the panelists in the audience measurement panel, the third audience being a subset of the second audience, and the third demographic group being a subset of the second demographic group; and

when of the third audience size satisfies the threshold and the first audience size does not satisfy the threshold:

calculate a second portion of the media impressions attributable to both the market segment and the third demographic group based on a portion of the third audience that belongs to the market segment; and

calculate a third portion of the media impressions attributable to both the market segment and the first demographic group based on the portion of the second audience that belongs to the market segment.

10. The tangible computer readable storage medium as defined in claim 8 , wherein the instructions are to further cause the processor to calculate the portion of the media impressions by multiplying a) the portion of the second audience belonging to the market segment and b) a third audience size for the second demographic group, the second demographic group determined based on i) the demographic information obtained from the database proprietor and ii) a second number of second media impressions counted at an impression collector, to calculate a second portion of the second audience that belongs to both the market segment and the second demographic group.

11. The tangible computer readable storage medium as defined in claim 10 , wherein the instructions are further to cause the processor to calculate the portion of the media impressions by multiplying an impression frequency corresponding to the second demographic group and the second portion of the second audience that belongs to both the market segment and the second demographic group.

12. The tangible computer readable storage medium as defined in claim 8 , wherein the second audience includes ones of the panelists in the audience measurement panel and corresponding to the second demographic group, the first audience being a subset of the second audience and the first demographic group being a subset of the second demographic group.

13. The tangible computer readable storage medium as defined in claim 8 , wherein the first demographic group includes one of multiple age and gender groups, and the second demographic group includes a combination of the multiple age and gender groups.

14. A method, comprising:

requesting demographic information from a database proprietor, the demographic information corresponding to first requests from mobile devices indicative of media impressions;

determining, by executing an instruction with a processor, a number of the media impressions that occurred on the mobile devices and that are attributable to a first demographic group, the number of the media impressions being based on attributions of the media impressions to the first demographic group indicated in the demographic information by the database proprietor;

determining, by executing an instruction with the processor, whether a first audience size of a first audience that corresponds to the first demographic group satisfies a threshold, the first audience including panelists in an audience measurement panel maintained by an audience measurement entity; and

when a second audience size of a second audience satisfies the threshold, conserving at least one of computing resources or network resources by calculating a portion of the media impressions attributable to a market segment and to a second demographic group based on a portion of the second audience that belongs to the market segment by executing an instruction with the processor without using computer processing resources to continuously communicate with non-panel online users to request survey responses about personal information related to the market segment.

15. The method as defined in claim 14 , wherein the second audience includes ones of the panelists in the audience measurement panel and corresponding to the second demographic group, the first audience being a subset of the second audience, and the first demographic group being a subset of the second demographic group.

16. The method as defined in claim 14 , wherein the first demographic group includes one of multiple age and gender groups, and the second demographic group includes a combination of the multiple age and gender groups.

17. The method as defined in claim 14 , wherein the audience measurement panel includes a television audience measurement panel.

18. The method as defined in claim 14 , further including:

determining whether a third audience size of a third audience that corresponds to a third demographic group satisfies the threshold, the third audience including ones of the panelists in the audience measurement panel, the third audience being a subset of the second audience, and the third demographic group being a subset of the second demographic group; and

when the third audience size satisfies the threshold and the first audience size does not satisfy the threshold:

calculating a second portion of the media impressions attributable to both the market segment and the third demographic group based on a portion of the third audience that belongs to the market segment; and

calculating a third portion of the media impressions attributable to both the market segment and the first demographic group based on the portion of the second audience that belongs to the market segment.

19. The method as defined in claim 14 , wherein the calculating of the portion of the media impressions includes multiplying a) the portion of the second audience belonging to the market segment and b) a third audience size for the second demographic group, the second demographic group determined based on i) the demographic information obtained from the database proprietor and ii) a second number of second media impressions counted at an impression collector, to calculate a second portion of the second audience that belongs to both the market segment and the second demographic group.

20. The method as defined in claim 19 , wherein the calculating of the portion of the media impressions further includes multiplying an impression frequency corresponding to the second demographic group and the second portion of the second audience that belongs to both the market segment and the second demographic group.