Methods and apparatus to determine impressions using distributed demographic information

A method of expanding an audience measurement panel, comprising:

• determining if a received indication identifying access to media was sent by a member of the audience measurement panel;
• if the received indication identifying access to the media was not sent by the member of the audience measurement panel, forwarding the indication to a social network provider;
• and
• if the indication was sent by a user of the social network provider, receiving a log associating the access to the media with first demographics of the user stored in records of the social network provider.

An apparatus to expand an audience measurement panel, comprising:

• a comparator to determine if a received indication identifying access to media was sent by a member of the audience measurement panel;
• a communication interface to, if the received indication identifying access to the media was not sent by the member of the audience measurement panel, forward the indication to a social network provider;
• and
• a report generator to, if the indication was sent by a user of the social network provider, receive a log associating the access to the media with first demographics of the user stored in records of the social network provider.

A machine accessible medium having instructions stored thereon that, when executed, cause a machine to at least:

• determine if a received indication identifying access to media was sent by a member of the audience measurement panel;
• if the received indication identifying access to the media was not sent by the member of the audience measurement panel, forward the indication to a social network provider;
• and
• if the indication was sent by a user of the social network provider, receive a log associating the access to the media with first demographics of the user stored in records of the social network provider.