Methods and apparatus to estimate deduplicated total audiences in cross-platform media campaigns

A method to estimate deduplicated total audience for a media campaign, the method comprising:

• determining, by executing an instruction with a processor, a first audience reach for a television audience, the television audience representative of audience members exposed to the media campaign via television media delivery;
• determining, by executing an instruction with the processor, a second audience reach for a digital audience, the digital audience representative of audience members exposed to the media campaign via digital media delivery;
• determining a first audience size for a second television audience, the second television audience representative of panelists exposed to a plurality of television campaigns associated with a media genre;
• determining a second audience size for a second digital audience, the second digital audience representative of panelists exposed to a plurality of digital campaigns associated with the media genre;
• determining a third audience size for a duplicated audience, the duplicated audience representative of panelists exposed to the plurality of television campaigns and the plurality of digital campaigns associated with the media genre;
• determining a television panel reach based on the first audience size and a panelist population based on the media genre;
• determining a digital panel reach based on the second audience size and the panelist population;
• determining a panel duplication reach based on the third audience size and the panelist population;
• determining a did-not-view reach based on the first audience size, the second audience size, the third audience size and the panelist population;
• selecting, by executing an instruction with the processor, an overlap multiplier from a factors database based on the media campaign, the overlap multiplier is an odds ratio;
• determining, by executing an instruction with the processor, a duplication factor for the media campaign based on the first audience reach, the second audience reach and the overlap multiplier;
• and
• determining, by executing an instruction with the processor, a total audience for the media campaign based on the first audience reach, the second audience reach and the duplication factor.

A tangible computer readable storage medium comprising instructions that, when executed, cause a machine to at least:

• determine a first audience reach for a television audience, the television audience representative of audience members exposed to a media campaign via television media delivery;
• determine a second audience reach for a digital audience, the digital audience representative of audience members exposed to the media campaign via digital media delivery;
• determine a first audience size for a second television audience, the second television audience representative of panelists exposed to a plurality of television campaigns associated with a media genre;
• determine a second audience size for a second digital audience, the second digital audience representative of panelists exposed to a plurality of digital campaigns associated with the media genre;
• determine a third audience size for a duplicated audience, the duplicated audience representative of panelists exposed to the plurality of television campaigns and the plurality of digital campaigns associated with the media genre;
• determine a television panel reach based on the first audience size and a panelist population based on the media genre;
• determine a digital panel reach based on the second audience size and the panelist population;
• determine a panel duplication reach based on the third audience size and the panelist population;
• determine a did-not-view reach based on the first audience size, the second audience size, the third audience size and the panelist population;
• select an odds ratio based on the media campaign;
• determine a duplication factor for the media campaign based on the first audience reach, the second audience reach and the odds ratio;
• and
• determine a total audience for the media campaign based on the first audience reach, the second audience reach and the duplication factor.