Methods and apparatus to determine additive reach adjustment factors for audience measurement
Methods, apparatus, systems, and articles of manufacture to determine an additive reach adjustment factor for audience measurement are disclosed. An example apparatus for additive reach adjustment includes at least one memory, machine readable instructions, and processor circuitry to execute the machine readable instructions to identify a first probability, the first probability associated with a population tuning to a marketing campaign, the tuning including missing data, identify a second probability, the second probability associated with the population not tuning to the marketing campaign or the tuning including missing data, determine an additive reach adjustment based on a compound probability and a no-tuning probability, the compound probability and the no-tuning probability determined using the first probability and the second probability, and credit a population exposed to the marketing campaign to include missing impressions based on the additive reach adjustment.
1. An apparatus for additive reach adjustment, the apparatus comprising:
a processor; and
a non-transitory computer-readable storage medium, having stored thereon program instructions that, upon execution by the processor, cause performance of a set of operations comprising:
identifying unmeasured tuning data from among tuning data based on automatic content recognition (ACR) data collection associated with the unmeasured tuning data;
identifying a first probability, the first probability associated with a population that was tuned to a marketing campaign, the population associated with the tuning data including the unmeasured tuning data;
identifying a second probability, the second probability associated with a population that was not tuned to the marketing campaign or that the tuning data included unmeasured tuning data;
determining an additive reach adjustment based on a compound probability and a no-tuning probability, the compound probability and the no-tuning probability determined using the first probability and the second probability; and
crediting a population exposed to the marketing campaign to include missing impressions based on the additive reach adjustment.
2. The apparatus of claim 1 , wherein the operations further comprise obtaining a station tuning factor to determine a first value corresponding to a percentage of the population that was tuned to the marketing campaign for each day, daypart, and station.
3. The apparatus of claim 2 , wherein the operations further comprise determining a second value corresponding to a percentage of tuning that was the unmeasured tuning data for each station, day, and daypart based on the station tuning factor.
4. The apparatus of claim 2 , wherein the operations further comprise determining an entity weight value indicative of a number of people in the population represented by an entity, the entity corresponding to a group of individuals to be affected by the marketing campaign.
5. The apparatus of claim 4 , wherein the operations further comprise determining the first value based on the station tuning factor and the entity weight value.
6. The apparatus of claim 3 , wherein the operations further comprise determining the first probability based on the first value and the second value.
7. The apparatus of claim 1 , wherein the unmeasured tuning data is classified as missing based on unidentified ACR content from the ACR data collection.
8. A method for viewership adjustment, the method comprising:
identifying unmeasured tuning data from among tuning data based on automatic content recognition (ACR) data collection associated with the unmeasured tuning data;
identifying a first probability, the first probability associated with a population that was tuned to a marketing campaign, the population associated with the tuning data including the unmeasured tuning data;
identifying a second probability, the second probability associated with a population that was not tuned to the marketing campaign or that the tuning data included unmeasured tuning data;
determining an additive reach adjustment based on a compound probability and a no-tuning probability, the compound probability and the no-tuning probability determined using the first probability and the second probability; and
crediting a population exposed to the marketing campaign to include missing impressions based on the additive reach adjustment.
9. The method of claim 8 , further including obtaining a station tuning factor to determine a first value corresponding to a percentage of the population that was tuned to the marketing campaign for each day, daypart, and station.
10. The method of claim 9 , further including determining a second value corresponding to a percentage of tuning that was the unmeasured tuning data for each station, day, and daypart based on the station tuning factor.
11. The method of claim 9 , further including determining an entity weight value indicative of a number of people in the population represented by an entity, the entity corresponding to a group of individuals to be affected by the marketing campaign.
12. The method of claim 11 , further including determining the first value based on the station tuning factor and the entity weight value.
13. The method of claim 10 , further including determining the first probability based on the first value and the second value.
14. A non-transitory computer readable storage medium comprising instructions that, when executed, cause a processor to at least:
identify unmeasured tuning data from among tuning data based on automatic content recognition (ACR) data collection associated with the unmeasured tuning data;
identify a first probability, the first probability associated with a population that was tuned to a marketing campaign, the population associated with the tuning data including the unmeasured tuning data;
identify a second probability, the second probability associated with a population that was not tuned to the marketing campaign or that the tuning data included unmeasured tuning data;
determine an additive reach adjustment based on a compound probability and a no-tuning probability, the compound probability and the no-tuning probability determined using the first probability and the second probability; and
credit a population exposed to the marketing campaign to include missing impressions based on the additive reach adjustment.
15. The non-transitory computer readable storage medium of claim 14 , wherein the instructions, when executed, cause the processor to obtain a station tuning factor to determine a first value corresponding to a percentage of the population that was tuned to the marketing campaign for each day, daypart, and station.
16. The non-transitory computer readable storage medium of claim 15 , wherein the instructions, when executed, cause the processor to obtain a station tuning factor to determine a second value corresponding to a percentage of tuning that was the unmeasured tuning data for each station, day, and daypart based on the station tuning factor.
17. The non-transitory computer readable storage medium of claim 15 , wherein the instructions, when executed, cause the processor to determine an entity weight value indicative of a number of people in the population represented by an entity, the entity corresponding to a group of individuals to be affected by the marketing campaign.
18. The method of claim 8 , wherein the unmeasured tuning data is classified as missing based on unidentified ACR content from the ACR data collection.
19. The non-transitory computer readable storage medium of claim 14 , wherein the unmeasured tuning data is classified as missing based on unidentified ACR content from the ACR data collection.