Systems, apparatus, and related methods to estimate audience exposure based on engagement level

1. A computing system 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:

determining an operative state of a media presentation device as being an ON-state, wherein the media presentation device is configured to display media content;

obtaining motion data from a motion sensor indicative of user activity associated with a user during exposure of the user to the media content;

capturing, in response to obtaining the motion data, image data from an image sensor;

identifying a user activity associated with the user during exposure of the user to the media content on the media presentation device based on the image data from the image sensor;

classifying the user activity as an attention-based activity or a distraction-based activity;

assigning a distraction factor or an attention factor to the user activity based on the classification; and

determining an attention level for the user based on the distraction factor or the attention factor.

2. The computing system of claim 1 ,

wherein the user activity is a first user activity,

wherein the motion sensor and the image sensor are positioned remote from the user, and

wherein the set of operations further comprise:

identifying a second user activity by the user during the exposure of the user to the media content;

assigning a distraction factor or an attention factor to the second user activity; and

determining the attention level based on (a) the assigned distraction factor or attention factor for the first user activity and (b) the assigned distraction factor or the attention factor for the second user activity.

3. The computing system of claim 2 , wherein the set of operations further comprise:

assigning the distraction factor to the first user activity;

assigning the attention factor to the second user activity;

determining a distraction level for the user based on the distraction factor assigned to the first user activity and the attention factor assigned to the second user activity; and

determining the attention level based on the distraction level.

4. The computing system of claim 2 , wherein the set of operations further comprise:

assigning the attention factor to the first user activity and the attention factor to the second user activity;

aggregating the attention factor for first user activity and the attention factor for the second user activity; and

determining the attention level based on the aggregation of the attention factors.

5. The computing system of claim 1 , wherein the set of operations further comprise determining an estimated level of impact of the user activity on the attention level of the user over time based on the assigned distraction factor or the assigned attention factor.

6. The computing system of claim 1 , wherein the set of operations further comprise:

identifying, using the operative state of the media presentation device being an ON-state, a duration of the media content being displayed on the media presentation device.

7. A non-transitory computer-readable storage medium, having stored thereon program instructions that, upon execution by a processor, cause performance of a set of operations comprising:

determining an operative state of a media presentation device as being an ON-state, wherein the media presentation device is configured to display media content during a media presentation session;

obtaining motion data from a motion sensor indicative of user activity associated with a user during exposure of the user to the media content;

capturing, in response to obtaining the motion data, image data from an image sensor;

identifying, based on the image data from the image sensor, a first user activity associated with the user during exposure of the user to the media content during the media presentation session;

identifying a second user activity associated with the user during exposure of the user to the media content during the media presentation session;

assigning a first distraction factor to the first user activity;

assigning a second distraction factor to the second user activity;

generating an aggregated distraction factor based on the first distraction factor and the second distraction factor; and

determining an attention level associated with the user during the media presentation session based on the aggregated distraction factor.

8. The non-transitory computer-readable storage medium of claim 7 , wherein the set of operations further comprise identifying the second user activity based on an output from at least one of a user device, a remote control device, an image sensor, or a motion sensor.

9. The non-transitory computer-readable storage medium of claim 7 , wherein the set of operations further comprise executing a machine learning model to classify the first user activity as a distraction-based activity.

10. The non-transitory computer-readable storage medium of claim 7 , wherein the set of operations further comprise time-synchronizing the attention level with media content associated with the media presentation session.

11. The non-transitory computer-readable storage medium of claim 10 , wherein the set of operations further comprise generating a mapping of the attention level to the media content of the media presentation session.

12. The non-transitory computer-readable storage medium of claim 7 , wherein identifying the second user activity is based on an output of a wearable device indicative of movement by the user.

13. The non-transitory computer-readable storage medium of claim 7 , wherein the set of operations further comprise:

identifying a third user activity associated with the user during the media presentation session;

assigning an attention factor to the third user activity; and

determining the attention level based on the aggregated distraction factor and the attention factor.

14. A method comprising:

determining an operative state of a media presentation device as being an ON-state, wherein the media presentation device is configured to present media content;

obtaining motion data from a motion sensor indicative of user activity associated with a user during a presentation of media content by the media presentation device;

capturing, in response to obtaining the motion data, image data from an image sensor;

identifying, based on the image data from the image sensor, a first user activity associated with the user during the presentation of media content by the media presentation device;

classifying the first user activity as an attention-based activity or a distraction-based activity;

assigning a distraction factor or an attention factor based on the classification;

aggregating the assigned distraction factor or the assigned attention factor for the first user activity with a corresponding one of an assigned distraction factor or assigned attention factor for a second user activity during the presentation of the media content; and

identifying an attention level of the user based on the aggregated distraction factors or the aggregated attention factors.

15. The apparatus method of claim 14 , wherein the identifying the second user activity is based on an output from at least one of a user device, a remote control device, an image sensor, or a motion sensor.

16. The method of claim 15 , wherein the output from the user device is indicative of an operative state of a screen of the user device.

17. The method of claim 16 , further comprising:

classifying the second user activity as an attention-based activity or a distraction-based activity, wherein the second user activity is classified as a distraction-based activity when the operative state of the screen of the user device is an ON-state and as an attention-based activity when the operative state of the screen of the user device is an OFF-state.

18. The method of claim 15 , wherein the user device is a wearable device and the output is indicative of user activity in an environment including the media presentation device; and wherein the user activity is associated with at least one of movement or audio generated by the user.

19. The method of claim 14 , wherein identifying the attention level of the user comprises determining an estimated level of impact of the user activity on the attention level of the user over time based on the assigned distraction factor or the assigned attention factor.

20. The method of claim 14 , further comprising: synchronizing the attention level with the media content over time.