Detection of Surfing Activity as Basis to Reduce Inconclusive Media-Exposure Characterization

A computing system comprising:

• at least one processor;
• at least one non-transitory data storage;
• program instructions stored in the at least one non-transitory data storage and executable by the at least one processor to carry out operations for measuring media-surfing activity, the operations including:
• receiving reporting of packet-data activity at a panelist site,
• using at least the received reporting of packet-data activity at the panelist site as a basis to detect occurrence of media-surfing activity at the panelist site, wherein the media-surfing activity comprises a user surfing through one or more content-selection menus, and
• recording the detected occurrence of media-surfing activity at the panelist site as media-exposure data.

At least one non-transitory computer-readable medium having stored thereon instructions executable by at least one processor to cause a computing system to carry out operations for measuring media-surfing activity, the operations comprising:

• receiving reporting of packet-data activity at a panelist site;
• using at least the received reporting of packet-data activity at the panelist site as a basis to detect occurrence of media-surfing activity at the panelist site, wherein the media-surfing activity comprises a user surfing through one or more content-selection menus;
• and
• recording the detected occurrence of media-surfing activity at the panelist site as media-exposure data.