Methods and apparatus to determine ratings information for online media presentations

1. An apparatus, comprising:

memory;

first instructions in the apparatus; and

at least one processor to execute the first instructions to at least:

send second instructions from a first server to a client device, the second instructions to cause the client device to send first messages to a second server at intervals based on a presentation of media via the client device, the second instructions to cause the client device to send a second message to the second server based on a skip request associated with the presentation of the media via the client device, wherein first ones of the first messages include first indications of a first media type associated with the media, and the second message includes a second indication of a second media type associated with the media;

log impressions corresponding to the first messages and the second message, ones of the first messages corresponding to different portions of the media presented at the client device, the second 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 to execute the first instructions to send a third message from the second server to the client device based on one of the first messages received at the second server, the third message to cause the client device to send a fourth message to a third server.

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

receive demographic information at the second server from the third server based on the fourth 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.

4. The apparatus as defined in claim 2 , wherein the fourth message includes a cookie, the cookie to identify a user of the client device.

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

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

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

6. The apparatus as defined in claim 1 , wherein the first media type is associated with program content in the media.

7. The apparatus as defined in claim 1 , wherein the second media type is associated with one or more advertisements in the media.

8. An apparatus, comprising:

means for sending pingback instructions from a first server to a client device, the pingback instructions to cause the client device to send first messages to a second server at intervals based on a presentation of media via the client device, the pingback instructions to cause the client device to send a second message to the second server based on a skip request associated with the presentation of the media via the client device, wherein first ones of the first messages include first indications of a first media type associated with the presentation of the media, and the second message includes a second indication of a second media type associated with the presentation of the media; and

means for logging impressions, the means for logging the impressions to:

log the impressions corresponding to the first messages and the second message, ones of the first messages corresponding to different portions of the media presented at the client device, the second 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 logging the impressions is to send a third message from the second server to the client device based on one of the first messages received at the second server, the third message to cause the client device to send a fourth message to a third server.

10. The apparatus as defined in claim 9 , wherein the means for logging the impressions is to:

receive demographic information at the second server from the third server based on the fourth 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.

11. The apparatus as defined in claim 9 , wherein the fourth message includes a cookie, the cookie to identify a user of the client device.

12. The apparatus as defined in claim 8 , wherein the means for logging the impressions is to:

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

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

13. The apparatus as defined in claim 8 , wherein the first media type is associated with program content in the media.

14. The apparatus as defined in claim 8 , wherein the second media type is associated with one or more advertisements in the media.

15. An apparatus, comprising:

memory;

first instructions in the apparatus; and

at least one processor to execute the first instructions to at least:

cause transmission of second instructions to a client device, the second instructions to cause the client device to transmit first messages at intervals determined by the second instructions and based on a presentation of media, the second instructions to cause the client device to transmit a second message based on a skip request associated with the presentation of the media, wherein first ones of the first messages include first indications of a first media type associated with the presentation of the media, and the second message includes a second indication of a second media type associated with the presentation of the media;

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

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

transmit a third message to the client device based on one of the first messages, the third message to cause the client device to transmit a fourth message to a server;

receive demographic information from the server based on the fourth 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 fourth message includes a cookie, the cookie to identify a user of the client device.

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

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

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

19. The apparatus as defined in claim 15 , wherein the first media type is associated with program content in the media.

20. The apparatus as defined in claim 15 , wherein the second media type is associated with one or more advertisements in the media.