Methods and apparatus to determine ratings information for online media presentations

1. An apparatus, comprising:

memory; and

at least one processor to execute instructions to at least:

send pingback instructions from a beacon server to a client device, the pingback instructions to cause the client device to transmit first pingback messages to an impression monitor server at intervals designated by the pingback instructions and in response to a presentation of media via the client device, the pingback instructions to further cause the client device to transmit a second pingback message to the impression monitor server in response to a skip request associated with the presentation of the media via the client device;

log impressions corresponding to the first pingback messages and the second pingback message, ones of the first pingback messages corresponding to different portions of the media presented at the client device, the second pingback message corresponding to a skipped portion of the media, the skipped portion not presented at the client device; and

determine a duration impression for the media based on the logged impressions, the duration impression identifying the portions of the media that were presented at the client device.

2. The apparatus as defined in claim 1 , wherein the at least one processor is further to execute instructions to:

transmit a response message from the impression monitor server to the client device based on one of the first pingback messages received at the impression monitor server, the response message to cause the client device to transmit a third pingback message to a third server of a database proprietor;

receive demographic information at the impression monitor server from the third server of the database proprietor in response to the third pingback message, the demographic information associated with the client device; and

determine a demographic characteristic for the media based on the duration impression and the demographic information.

3. The apparatus as defined in claim 2 , wherein the third pingback message includes a cookie corresponding to the database proprietor, the cookie to identify a user of the client device.

4. The apparatus as defined in claim 1 , wherein first ones of the first pingback messages include first indications of a first media type associated with the presentation of the media and second ones of the first pingback messages include second indications of a second media type associated with the presentation of the media.

5. The apparatus as defined in claim 4 , wherein the at least one processor is further to execute instructions to:

determine that the duration impression includes the first media type and the second media type;

divide the duration impression based on the first media type and the second media type; and

determine ratings information based on only the first media type of the duration impression.

6. The apparatus as defined in claim 4 , wherein the first media type is associated with one or more advertisements included in the media.

7. The apparatus as defined in claim 6 , wherein the second media type is associated with program content included in the media.

8. An apparatus, comprising:

means for sending pingback instructions from a beacon server to a client device, the pingback instructions to cause the client device to transmit first pingback messages to an impression monitor server at intervals designated by the pingback instructions and in response to a presentation of media via the client device, the pingback instructions to further cause the client device to transmit a second pingback message to the impression monitor server in response to a skip request associated with the presentation of the media via the client device; and

means for monitoring impressions, the means for monitoring impressions to:

log impressions corresponding to the first pingback messages and the second pingback message, ones of the first pingback messages corresponding to different portions of the media presented at the client device, the second pingback message corresponding to a skipped portion of the media, the skipped portion not presented at the client device; and

determine a duration impression for the media based on the logged impressions, the duration impression identifying the portions of the media that were presented at the client device.

9. The apparatus as defined in claim 8 , wherein the means for monitoring impressions is further to:

transmit a response message from the impression monitor server to the client device based on one of the first pingback messages received at the impression monitor server, the response message to cause the client device to transmit a third pingback message to a third server of a database proprietor;

receive demographic information at the impression monitor server from the third server of the database proprietor in response to the third pingback message, the demographic information associated with the client device; and

determine a demographic characteristic for the media based on the duration impression and the demographic information.

10. The apparatus as defined in claim 9 , wherein the third pingback message includes a cookie corresponding to the database proprietor, the cookie to identify a user of the client device.

11. The apparatus as defined in claim 8 , wherein first ones of the first pingback messages include first indications of a first media type associated with the presentation of the media and second ones of the first pingback messages include second indications of a second media type associated with the presentation of the media.

12. The apparatus as defined in claim 11 , wherein the means for monitoring impressions is further to:

determine that the duration impression includes the first media type and the second media type;

divide the duration impression based on the first media type and the second media type; and

determine ratings information based on only the first media type of the duration impression.

13. The apparatus as defined in claim 11 , wherein the first media type is associated with one or more advertisements included in the media.

14. The apparatus as defined in claim 13 , wherein the second media type is associated with program content included in the media.

15. An apparatus, comprising:

memory; and

at least one processor to execute instructions to at least:

send pingback instructions to a client device, the pingback instructions to cause the client device to transmit first pingback messages at intervals designated by the pingback instructions and in response to a presentation of media via the client device, the pingback instructions to further cause the client device to transmit a second pingback message in response to a skip request associated with the presentation of the media via the client device;

log impressions corresponding to the first pingback messages and the second pingback message, ones of the first pingback messages corresponding to different portions of the media presented at the client device, the second pingback message corresponding to a skipped portion of the media, the skipped portion not presented at the client device; and

determine a duration impression for the media based on the logged impressions, the duration impression identifying the portions of the media that were presented at the client device.

16. The apparatus as defined in claim 15 , wherein the at least one processor is further to execute instructions to:

transmit a response message to the client device based on one of the first pingback messages, the response message to cause the client device to transmit a third pingback message to a server of a database proprietor;

receive demographic information from the server of the database proprietor in response to the third pingback message, the demographic information associated with the client device; and

determine a demographic characteristic for the media based on the duration impression and the demographic information.

17. The apparatus as defined in claim 16 , wherein the third pingback message includes a cookie corresponding to the database proprietor, the cookie to identify a user of the client device.

18. The apparatus as defined in claim 15 , wherein first ones of the first pingback messages include first indications of a first media type associated with the presentation of the media and second ones of the first pingback messages include second indications of a second media type associated with the presentation of the media.

19. The apparatus as defined in claim 18 , wherein the at least one processor is further to execute instructions to:

determine that the duration impression includes the first media type and the second media type;

divide the duration impression based on the first media type and the second media type; and

determine ratings information based on only the first media type of the duration impression.

20. The apparatus as defined in claim 18 , wherein the first media type is associated with one or more advertisements included in the media, and the second media type is associated with program content included in the media.