METHODS AND APPARATUS TO ESTIMATE DEMOGRAPHICS OF AN AUDIENCE OF A MEDIA EVENT USING SOCIAL MEDIA MESSAGE SENTIMENT

• US 20160189181A1
• Filed: 12/29/2014
• Published: 06/30/2016
• Est. Priority Date: 12/29/2014
• Status: Abandoned Application

• Current Assignee: The Nielsen Company LLC (MOOD Media Corporation)
• Original Assignee: The Nielsen Company LLC (MOOD Media Corporation)
• Inventors: McClave, Caroline Hepworth, Anderson, Sarah Elizabeth, Reid, Matt, Terrazas, Alejandro, Sheppard, Michael Richard
• Application Number:
  US14/584,436
• Publication Number:
  US 20160189181A1
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06Q 30/0204 Market segmentation
• CPC Class Codes: G06Q 50/01 Social networking

Abstract

Methods, apparatus, systems and articles of manufacture to estimate demographics of an audience of a media event using social media message sentiment are disclosed. An example method includes calculating a sentiment score for a media-exposure social media message received from a social media server. The media-exposure social media message is identified based on a media keyword. Demographic information associated with users who viewed the media-exposure social media message is retrieved. An estimated impact on a size of a demographic segment of viewers is calculated using the sentiment score and the demographic information.

Claims

1. A method to estimate demographics for an audience of a media event, the method comprising:

calculating, with a processor, a sentiment score for a media-exposure social media message received from a social media server, the media-exposure social media message identified based on a media keyword;

retrieving demographic information associated with users who viewed the media-exposure social media message; and

calculating an estimated impact on a size of a demographic segment of viewers using the sentiment score and the demographic information.

2. The method as defined in claim 1, wherein calculating the sentiment score further comprises:

parsing a text of the media-exposure social media message to identify a keyword;

associating the keyword with a value; and

summing the value for a plurality of keywords identified in the text of the media-exposure social media message.

3. The method as defined in claim 1, further comprising identifying the media-exposure social media message by:

identifying a reference to the media event in a text of the media-exposure social media message; and

determining whether a characteristic of the media-exposure social media message satisfies a rule associated with the media event.

4. The method as defined in claim 3, wherein the rule associated with the media event is a broadcast time of the media event.

5. The method as defined in claim 3, further comprising calculating the sentiment score for the media-exposure social media message in response to determining that the characteristic of the media-exposure social media message satisfies the rule associated with the media event.

6. The method as defined in claim 1, wherein determining the demographics associated with users of social media exposed to the media-exposure social media message comprises:

identifying an impression associated with the social media message, the impression corresponding with exposure to the social media message;

identifying a user identifier associated with the impression; and

determining demographics associated with the user identifier.

7. The method as defined in claim 1, wherein the sentiment score is a first sentiment score, the media-exposure social media message is a first media-exposure social media message, the estimated impact is a first estimated impact, and further comprising:

calculating a sentiment score associated with a second media-exposure social media message; and

calculating an second estimated impact on the size of the demographic segment of viewers using the second sentiment score and the demographic information; and

calculating a total estimated impact on the size of the demographic segment of viewers using the first estimated impact and the second estimated impact.

8. An apparatus to estimate demographics for an audience, the apparatus comprising:

a query transmitter to transmit, to a social media server, a query requesting a media-exposure social media message and demographic information associated with impressions of the media-exposure social media message, the media-exposure social media message associated with media;

a sentiment estimator to calculate a sentiment score for the media-exposure social media message; and

an audience demographic estimator to calculate an estimated impact on a size of a demographic segment based on the sentiment score and the demographic information.

9. The apparatus as defined in claim 8, wherein the sentiment estimator is to parse a text of the media-exposure social media message to identify a presence of a sentiment keyword within the text of the media-exposure social media message.

10. The apparatus as defined in claim 8, further comprising a query generator to generate the query based on a media profile identifying when the media is presented.

11. The apparatus as defined in claim 8, further comprising a query generator to generate the query based on a media keyword associated with the media.

12. The apparatus as defined in claim 8, wherein the sentiment score is a first sentiment score, the media-exposure social media message is a first media-exposure social media message, the demographic information is a first demographic information, the audience demographic estimator is further to calculate the estimated impact on the size of the demographic segment based on a second sentiment score associated with a second media-exposure social media message and second demographic information associated with the second media-exposure social media message.

13. The apparatus as defined in claim 8, further comprising a reporter to generate a report indicative of the size of the demographic segment.

14. A tangible machine readable storage medium comprising instructions which, when executed, cause a machine to at least:

calculate a sentiment score for a media-exposure social media message received from a social media server, the media-exposure social media message identified based on a media keyword;

retrieve demographic information associated with users who viewed the media-exposure social media message; and

calculate an estimated impact on a size of a demographic segment of viewers using the sentiment score and the demographic information.

15. The machine readable storage medium as defined in claim 14, further comprising instructions which, when executed, cause the machine to at least:

parse a text of the media-exposure social media message to identify a keyword;

associate the keyword with a value; and

sum the value for a plurality of keywords identified in the text of the media-exposure social media message.

16. The machine readable storage medium as defined in claim 14, further comprising instructions which, when executed, cause the machine to at least:

identify a reference to the media event in a text of the media-exposure social media message; and

determine whether a characteristic of the media-exposure social media message satisfies a rule associated with the media event.

17. The machine readable storage medium as defined in claim 16, wherein the rule associated with the media event is a broadcast time of the media event.

18. The machine readable storage medium as defined in claim 16, further comprising instructions which, when executed, cause the machine to calculate the sentiment score for the media-exposure social media message in response to determining that the characteristic of the media-exposure social media message satisfies the rule associated with the media event.

19. The machine readable storage medium as defined in claim 14, further comprising instructions which, when executed, cause the machine to at least:

identify an impression associated with the social media message, the impression corresponding with exposure to the social media message;

identify a user identifier associated with the impression; and

determine demographics associated with the user identifier.

20. The machine readable storage medium as defined in claim 14, wherein the sentiment score is a first sentiment score, the media-exposure social media message is a first media-exposure social media message, the estimated impact is a first estimated impact, and further comprising instructions which, when executed, cause the machine to at least:

calculate a sentiment score associated with a second media-exposure social media message; and

calculate an second estimated impact on the size of the demographic segment of viewers using the second sentiment score and the demographic information; and

calculate a total estimated impact on the size of the demographic segment of viewers using the first estimated impact and the second estimated impact.