Methods and apparatus to impute media consumption behavior

1. An audience measurement computing system for performing viewership assignment, the audience measurement computing system comprising:

at least one memory having stored thereon machine-readable instructions; and

at least one processor that, upon execution of the machine-readable instructions by the at least one processor, causes the audience measurement computing system to be configured to at least:

obtain first tuning data associated with first panelists having tuned to first media in a first area from media meters that do not identify respective ones of the first panelists in association with the first media within the first tuning data;

identify a subset of the first tuning data as heavy tuning data based on (1) a first determination that a first number of households tuned to the first media in the first area satisfies a first threshold and (2) a second determination that a first percentage of exposure minutes tuned to the first media in the first area satisfies a second threshold;

determine that the heavy tuning data represents a local bias based on a third determination that a difference between a second percentage of exposure minutes associated with second panelists having viewed second media in a second area and a third percentage of exposure minutes associated with third panelists having tuned to the second media in the first area satisfies a third threshold, the second media being comparable media to the first media;

obtain viewing data associated with the second panelists in the second area from people meters that identify respective ones of the second panelists; and

impute the viewing data associated with the second panelists in the second area to for tuning data included in the heavy tuning data based on determining that the heavy tuning data represents the local bias.

2. The audience measurement computing system of claim 1 , wherein:

the first threshold is a household number threshold, and respective ones of the first number of households have respective household sizes of two members;

the first percentage is a total number of exposure minutes tuned to the first media with respect to a plurality of exposure minutes tuned to a plurality of media in the first area; and

the second threshold is an exposure percentage threshold.

3. The audience measurement computing system of claim 1 , wherein the machine-readable instructions further cause, upon execution by the at least one processor, the audience measurement computing system to:

identify the second media;

calculate the second percentage of exposure minutes, the second percentage being a first comparable media exposure percentage associated with the second area based on the comparable media, the second percentage corresponding to a first total number of exposure minutes associated with viewing the second media with respect to a plurality of exposure minutes associated with viewing a plurality of media associated with the second area;

calculate the third percentage of exposure minutes, the third percentage being a second comparable media exposure percentage associated with the first area based on the comparable media, the third percentage corresponding to a second total number of exposure minutes tuned to the second media with respect to a plurality of exposure minutes tuned to a plurality of media associated with the first area; and

calculate the difference between the first comparable media exposure percentage and the second comparable media exposure percentage.

4. The audience measurement computing system of claim 3 , wherein the machine-readable instructions further cause, upon execution by the at least one processor, the audience measurement computing system to make the third determination based on comparing the difference between the first comparable media exposure percentage and the second comparable media exposure percentage to the third threshold.

5. The audience measurement computing system of claim 1 , wherein the heavy tuning data is first heavy tuning data, and wherein the machine-readable instructions further cause, upon execution by the at least one processor, the audience measurement computing system to:

identify second heavy tuning data associated with a third area exhibiting the local bias when the first heavy tuning data represents the local bias; and

impute media consumption behavior associated with the third area to the first panelists in the first area.

6. The audience measurement computing system of claim 1 , wherein the machine-readable instructions further cause, upon execution by the at least one processor, the audience measurement computing system to collect data associated with panelists in the first area and the second area via the media meters and the people meters.

7. The audience measurement computing system of claim 1 , wherein the machine-readable instructions further cause, upon execution by the at least one processor, the audience measurement computing system to determine that the first tuning data is based on audio data captured by the media meters.

8. A system to perform viewership assignment, the system comprising:

one or more media meters configured to obtain first tuning data associated with first panelists having tuned to first media in a first area, the one or more media meters not identifying respective ones of the first panelists in association with the first media within the first tuning data;

one or more people meters configured to obtain viewing data associated with second panelists in a second area, the one or more people meters identifying respective ones of the second panelists; and

one or more servers configured to:

identify a subset of the first tuning data as heavy tuning data based on (1) a first determination that a first number of households tuned to the first media in the first area satisfies a first threshold and (2) a second determination that a first percentage of exposure minutes tuned to the first media in the first area satisfies a second threshold;

determine that the heavy tuning data represents a local bias based on a third determination that a difference between a second percentage of exposure minutes associated with second panelists having viewed second media in a second area and a third percentage of exposure minutes associated with third panelists having tuned to the second media in the first area satisfies a third threshold, the second media being comparable media to the first media; and

impute the viewing data associated with the second panelists in the second area to tuning data included in the heavy tuning data based on determining that the heavy tuning data represents the local bias.

9. The system of claim 8 , wherein:

the first threshold is a household number threshold, and respective ones of the first number of households have respective household sizes of two members;

the first percentage is a total number of exposure minutes tuned to the first media with respect to a plurality of exposure minutes tuned to a plurality of media in the first area; and

the second threshold is an exposure percentage threshold.

10. The system of claim 8 , wherein the one or more servers are configured to:

identify the second media;

calculate the second percentage of exposure minutes, the second percentage being a first comparable media exposure percentage associated with the second area based on the comparable media, the second percentage corresponding to a first total number of exposure minutes associated with viewing the second media with respect to a plurality of exposure minutes associated with viewing a plurality of media associated with the second area;

calculate the third percentage of exposure minutes, the third percentage being a second comparable media exposure percentage associated with the first area based on the comparable media, the third percentage corresponding to a second total number of exposure minutes tuned to the second media with respect to a plurality of exposure minutes tuned to a plurality of media associated with the first area; and

calculate the difference between the first comparable media exposure percentage and the second comparable media exposure percentage.

11. The system of claim 10 , wherein the one or more servers are configured to make the third determination based on comparing the difference between the first comparable media exposure percentage and the second comparable media exposure percentage to the third threshold.

12. The system of claim 8 , wherein the heavy tuning data is first heavy tuning data, and the one or more servers are configured to:

identify second heavy tuning data associated with a third area exhibiting the local bias when the first heavy tuning data represents the local bias; and

impute media consumption behavior associated with the third area to the first panelists in the first area.

13. The system of claim 8 , wherein the one or more servers are configured to collect the first tuning data via the one or more media meters and the viewing data from the one or more people meters.

14. The system of claim 8 , wherein the one or more servers are configured to determine that the first tuning data is based on audio data captured by the one or more media meters.

15. A method for performing viewership assignment, the method comprising:

obtaining first tuning data associated with first panelists having tuned to first media in a first area from media meters that do not identify respective ones of the first panelists in association with the first media within the first tuning data;

identifying, via execution of instructions by at least one processor, a subset of the first tuning data as heavy tuning data based on (1) a first determination that a first number of households tuned to the first media in the first area satisfies a first threshold and (2) a second determination that a first percentage of exposure minutes tuned to the first media in the first area satisfies a second threshold;

determining, via execution of the instructions by the at least one processor, that the heavy tuning data represents a local bias based on a third determination that a difference between a second percentage of exposure minutes associated with second panelists having viewed second media in a second area and a third percentage of exposure minutes associated with third panelists having tuned to the second media in the first area satisfies a third threshold, the second media being comparable media to the first media;

obtaining viewing data associated with the second panelists in the second area from people meters that identify respective ones of the second panelists; and

imputing the viewing data associated with the second panelists in the second area to tuning data included in the heavy tuning data based on determining that the heavy tuning data represents the local bias.

16. The method of claim 15 , wherein:

the first threshold is a household number threshold, and respective ones of the first number of households have respective household sizes of two members;

the first percentage is a total number of exposure minutes tuned to the first media with respect to a plurality of exposure minutes tuned to a plurality of media in the first area; and

the second threshold is an exposure percentage threshold.

17. The method of claim 15 , further including:

identifying the second media;

calculating the second percentage of exposure minutes, the second percentage being a first comparable media exposure percentage associated with the second area based on the comparable media, the second percentage corresponding to a first total number of exposure minutes associated with viewing the second media with respect to a plurality of exposure minutes associated with viewing a plurality of media associated with the second area;

calculating the third percentage of exposure minutes, the third percentage being a second comparable media exposure percentage associated with the first area based on the comparable media, the third percentage corresponding to a second total number of exposure minutes tuned to the second media with respect to a plurality of exposure minutes tuned to a plurality of media associated with the first area; and

calculating the difference between the first comparable media exposure percentage and the second comparable media exposure percentage.

18. The method of claim 17 , further including making the third determination based on comparing the difference between the first comparable media exposure percentage and the second comparable media exposure percentage and the third threshold.

19. The method of claim 15 , wherein the heavy tuning data is first heavy tuning data, and wherein the method further includes:

identifying is to identify second heavy tuning data associated with a third area exhibiting the local bias when the first heavy tuning data represents the local bias; and

imputing is to impute media consumption behavior associated with the third area to the first panelists in the first area.

20. The method of claim 15 , further including:

obtaining the viewing data from the people meters.

21. The method of claim 15 , wherein the first tuning data is based on audio data captured by the media meters.