METHODS, APPARATUS AND ARTICLES OF MANUFACTURE TO ESTIMATE LOCAL MARKET AUDIENCES OF MEDIA CONTENT

摘要

Example methods, apparatus and articles of manufacture to estimate local market audiences of media are disclosed herein. Disclosed example methods include accessing set-top box return path tuning data obtained from a plurality of set-top boxes located in a first geographic area. Disclosed example methods also include determining a ratio of (1) a first audience metric determined from audience measurement data associated with a second geographic area different from the first geographic area to (2) a second audience metric determined from a portion of the audience measurement data identified to be associated with monitored sites in the second geographic area having second set-top box characteristics that correspond with first set-top box characteristics of the set-top boxes located in the first geographic area. Disclosed example methods further include processing the set-top box return path tuning data based on the ratio to determine an audience exposure metric in the first geographic area.