Methods and apparatus to estimate deduplicated total audiences in cross-platform media campaigns
Disclosed examples determine a duplicated audience size representative of panelists exposed to television media and digital media; determine a panel duplication reach based on the duplicated audience size and a panelist population; determine a did-not-view reach based on a television audience size, a digital audience size, the duplicated audience size, and the panelist population; obtain an overlap multiplier as a ratio of (1) a product of the panel duplication reach and the did-not-view reach and (2) a product of a television panel reach and a digital panel reach; determine a duplication factor for a media item based on a television audience reach, a digital audience reach, and the overlap multiplier; and determine a total audience for the media item based on the television audience reach, the digital audience reach, and the duplication factor.
1. A system to estimate deduplicated total audience for media, the system comprising:
memory; and
programmable circuitry; and
instructions to cause the programmable circuitry to:
determine a duplicated audience size representative of panelists exposed to television media and digital media;
determine a panel duplication reach based on the duplicated audience size and a panelist population;
determine a did-not-view reach based on a television audience size, a digital audience size, the duplicated audience size, and the panelist population, the television audience size corresponding to the television media, the digital audience size corresponding to the digital media;
obtain an overlap multiplier as a ratio of (1) a product of the panel duplication reach and the did-not-view reach and (2) a product of a television panel reach and a digital panel reach, the television panel reach corresponding to the television audience size, the digital panel reach corresponding to the digital audience size;
determine a duplication factor for a media item based on a television audience reach, a digital audience reach, and the overlap multiplier, the television audience reach corresponding to a duplicated television audience exposed to the television media, the digital audience reach corresponding to a duplicated digital audience exposed to the digital media; and
determine a total audience for the media item based on the television audience reach, the digital audience reach, and the duplication factor.
2. The system as defined in claim 1 , wherein delivery of the digital media is to at least one of a digital television, a computer, a tablet device, or a smartphone.
3. The system as defined in claim 1 , wherein the programmable circuitry is to determine the television audience reach at a media hierarchy level associated with at least one of an episode, a program, or an originator.
4. The system as defined in claim 1 , wherein the programmable circuitry is to obtain the overlap multiplier based on a genre associated with the media item.
5. The system as defined in claim 1 , wherein the programmable circuitry 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 item.
6. The system as defined in claim 1 , wherein the programmable circuitry is to select at least one of the television media or the digital media based on genre.
7. The system as defined in claim 1 , wherein the programmable circuitry is to obtain the overlap multiplier based on a demographic group of the television audience and the digital audience.
8. A non-transitory computer readable storage medium comprising instructions that, when executed, cause a machine to at least:
determine a duplicated audience size representative of panelists exposed to television media and digital media;
determine a panel duplication reach based on the duplicated audience size and a panelist population;
determine a did-not-view reach based on a television audience size, a digital audience size, the duplicated audience size and the panelist population, the television audience size corresponding to the television media, the digital audience size corresponding to the digital media;
obtain an overlap multiplier as a ratio of (1) a product of the panel duplication reach and the did-not-view reach and (2) a product of a television panel reach and a digital panel reach, the television panel reach corresponding to the television audience size, the digital panel reach corresponding to the digital audience size;
determine a duplication factor for a media item based on a television audience reach, a digital audience reach and the overlap multiplier, the television audience reach corresponding to a duplicated television audience exposed to the television media, the digital audience reach corresponding to a duplicated digital audience exposed to the digital media; and
determine a total audience for the media item based on the television audience reach, the digital audience reach, and the duplication factor.
9. The non-transitory computer readable storage medium as defined in claim 8 , wherein the instructions are to cause the machine to obtain the digital audience size corresponding to the digital media delivered to at least one of a digital television, a computer, a tablet device, or a smartphone.
10. The non-transitory computer readable storage medium as defined in claim 8 , wherein the instructions are to cause the machine to determine the television audience reach at a media hierarchy level associated with at least one of an episode, a program, or an originator.
11. The non-transitory computer readable storage medium as defined in claim 8 , wherein the instructions are to cause the machine to obtain the overlap multiplier based on a genre associated with the media item.
12. The non-transitory computer readable storage medium as defined in claim 8 , 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 item.
13. The non-transitory computer readable storage medium as defined in claim 8 , wherein the instructions are to cause the machine to select at least one of the television media or the digital media based on genre.
14. The non-transitory computer readable storage medium as defined in claim 8 , wherein the instructions are to cause the machine to obtain the overlap multiplier based on a demographic group of the television audience and the digital audience.
15. A method to estimate deduplicated total audience for media, the method comprising:
determining, by executing an instruction with at least one processor, a duplicated audience size representative of panelists exposed to television media and digital media;
determining, by executing an instruction with the at least one processor, a panel duplication reach based on the duplicated audience size and a panelist population;
determining, by executing an instruction with the at least one processor, a did-not-view reach based on a television audience size, a digital audience size, the duplicated audience size and the panelist population, the television audience size corresponding to the television media, the digital audience size corresponding to the digital media;
obtaining, by executing an instruction with the at least one processor, an overlap multiplier as a ratio of (1) a product of the panel duplication reach and the did-not-view reach and (2) a product of a television panel reach and a digital panel reach, the television panel reach corresponding to the television audience size, the digital panel reach corresponding to the digital audience size;
determining, by executing an instruction with the at least one processor, a duplication factor for a media item based on a television audience reach, a digital audience reach and the overlap multiplier, the television audience reach corresponding to a duplicated television audience exposed to the television media, the digital audience reach corresponding to a duplicated digital audience exposed to the digital media; and
determining, by executing an instruction with the at least one processor, a total audience for the media item based on the television audience reach, the digital audience reach, and the duplication factor.
16. The method as defined in claim 15 , further including determining the television audience reach at a media hierarchy level associated with at least one of an episode, a program, or an originator.
17. The method as defined in claim 15 , wherein the obtaining of the overlap multiplier is based on a genre associated with the media item.
18. The method as defined in claim 15 , wherein the determining of the panel duplication reach and the did-not-view reach is based on ratios of audience size to the panelist population for the media item.
19. The method as defined in claim 15 , further including selecting at least one of the television media or the digital media based on genre.
20. The method as defined in claim 15 , wherein the obtaining of the overlap multiplier is based on a demographic group of the television audience and the digital audience.