Fusing online media monitoring data with secondary online data feeds to generate ratings data for online media exposure

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:

• obtaining, from a first server, online media monitoring data associated with a media content, wherein the online media monitoring data comprises media identifiers identifying the media content and timestamps associated with the media identifiers, and wherein each timestamp indicates that the media content identified by a respective media identifier was accessed or presented on a respective media device of a plurality of media devices;
• based on the timestamps, querying a second server for a plurality of posts on one or more social media websites;
• parsing the plurality of posts for a subset of the plurality of posts, the subset referencing the media content at one or more times corresponding to one or more timestamps of the timestamps;
• determining, based on a first portion of the subset referencing the media content at a first time corresponding to a first timestamp of the timestamps and a second portion of the subset referencing the media content at a second time corresponding to a second timestamp of the timestamps, a time varying social impact metric;
• determining, based on the online media monitoring data associated with the media content, values of a time varying audience of the media content;
• aligning the values of the time varying audience of the media content with the time varying social impact metric;
• and
• determining ratings data that correlates changes in the values of the time varying audience of the media content with the time varying social impact metric.

A method comprising:

• obtaining, from a first server, online media monitoring data associated with a media content, wherein the online media monitoring data comprises media identifiers identifying the media content and timestamps associated with the media identifiers, and wherein each timestamp indicates that the media content identified by a respective media identifier was accessed or presented on a respective media device of a plurality of media devices;
• based on the timestamps, querying a second server for a plurality of posts on one or more social media websites;
• parsing the plurality of posts for a subset of the plurality of posts, the subset referencing the media content at one or more times corresponding to one or more timestamps of the timestamps;
• determining, based on a first portion of the subset referencing the media content at a first time corresponding to a first timestamp of the timestamps and a second portion of the subset referencing the media content at a second time corresponding to a second timestamp of the timestamps, a time varying social impact metric;
• determining, based on the online media monitoring data associated with the media content, values of a time varying audience of the media content;
• aligning the values of the time varying audience of the media content with the time varying social impact metric;
• and
• determining ratings data that correlates changes in the values of the time varying audience of the media content with the time varying social impact metric.