Methods and apparatus to estimate census level impressions and unique audience sizes across demographics

At least one non-transitory computer readable medium comprising instructions that, when executed, cause at least one processor to at least:

• determine a first one of a plurality of cross-demographic total census parameter values based on a ratio of a third-party impression count and a third-party audience size;
• determine a first census-level audience size based on the first one of the plurality of cross-demographic total census parameter values;
• determine a first census-level impression count based on the first one of the plurality of cross demographic total census parameter values;
• determine whether the first one of the plurality of cross-demographic total census parameter values satisfies a constraint based on the first census-level impression count;
• when the constraint is not satisfied:
• (a) discard the first one of the cross-demographic total census parameter values, and (b) select a second one of the cross-demographic total census parameter values, the second one of the cross-demographic total census parameter values to determine a second census-level audience size and a second census-level impression count to satisfy the constraint;
• and
• when the constraint is satisfied:
• store the first census-level audience size and the first census-level impression count in computer memory, and
• send the first census-level audience size and the first census-level impression count to a network-connected device.

A method to determine census-based audience metrics of media across multiple demographics, the method comprising:

• determining, by executing an instruction with a processor, a first one of a plurality of cross-demographic total census parameter values based on a ratio of a third-party impression count and a third-party audience size;
• determining, by executing an instruction with the processor, a first census-level audience size based on the first one of the plurality of cross-demographic total census parameter values;
• determining, by executing an instruction with the processor, a first census-level impression count based on the first one of the plurality of cross demographic total census parameter values;
• determining, by executing an instruction with the processor, whether the first one of the plurality of cross-demographic total census parameter values satisfies a constraint based on the first census-level impression count;
• when the constraint is not satisfied:
• (a) discarding, by executing an instruction with the processor, the first one of the cross-demographic total census parameter values, and (b) selecting, by executing an instruction with the processor, a second one of the cross-demographic total census parameter values, the second one of the cross-demographic total census parameter values to determine a second census-level audience size and a second census-level impression count to satisfy the constraint;
• and
• when the constraint is satisfied:
• storing, by executing an instruction with the processor, the first census-level audience size and the first census-level impression count in computer memory, and
• sending, by executing an instruction with the processor, the first census-level audience size and the first census-level impression count to a network-connected device.