Methods and apparatus to correct errors in audience measurements for media accessed using over the top devices

A non-transitory computer readable storage medium comprising instructions that, when executed, cause a processor to at least:

• access matched demographic impression data when a database proprietor subscriber does not match user data corresponding to a media delivery device, the matched demographic impression data corresponding to an impression of media accessed via the media delivery device, the matched demographic impression data including first demographic data stored by a database proprietor in association with a device identifier of the media delivery device;
• linearly scale the matched demographic impression data when the matched demographic impression data covers all demographic categories under consideration;
• differentially scale the matched demographic impression data when the matched demographic impression data does not cover at least one of the demographic categories;
• generate a model representative of the matched demographic impression data linearly scaled or the matched demographic impression data differentially scaled;
• and
• generate predicted demographic impression data by applying the model to second impression data, the predicted demographic impression data to correct for the database proprietor not storing second demographic data corresponding to the second impression data.

A method comprising

• accessing matched demographic impression data when a database proprietor subscriber does not match user data corresponding to a media delivery device, the matched demographic impression data corresponding to an impression of media accessed via the media delivery device, the matched demographic impression data including first demographic data stored by a database proprietor in association with device identifier of the media delivery device;
• linearly scaling the matched demographic impression data when the matched demographic impression data covers all demographic categories under consideration;
• differentially scaling the matched demographic impression data when the matched demographic impression data does not cover at least one of the demographic categories;
• generating a model representative of the matched demographic impression data linearly scaled or the matched demographic impression data differentially scaled;
• and
• generating predicted demographic impression data by applying the model to second impression data, the predicted demographic impression data to correct for the database proprietor not storing second demographic data corresponding to the second impression data.