A method comprising: determining, by a computing system, whether a digital fingerprint of media content being rendered by a media presentation device matches multiple reference fingerprints each corresponding with a different respective channel; responsive to determining that the digital fingerprint matches the multiple reference fingerprints each corresponding with a different respective channel, performing by the computing system disambiguation based at least in part on location of the media presentation device, to determine which channel the media presentation device is receiving the media content on, wherein performing the disambiguation comprises, based at least in part on a match between the location of the media presentation device and a location associated with a particular one of the multiple reference fingerprints, determining that the respective channel with which the particular reference fingerprint corresponds is the channel that the media presentation device is receiving media content on; and taking action based on the determined channel, wherein the multiple reference fingerprints are selected from a plurality of reference fingerprints in reference data, and wherein determining that the digital fingerprint of media content being rendered by the media presentation device matches the multiple reference fingerprints comprises (i) comparing the digital fingerprint of media content being rendered by the media presentation device with the plurality of reference fingerprints in the reference data; and (ii) based on the comparing, determining that the digital fingerprint of media content being rendered by the media presentation device matches the multiple reference fingerprints, and wherein the method further comprises detecting and flagging a multi-match group comprising the multiple reference fingerprints, wherein determining that the digital fingerprint of media content being rendered by the media presentation device matches the multiple reference fingerprints comprises determining that the digital fingerprint of media content being rendered by the media presentation device matches the reference fingerprints of the flagged multi-match group, wherein flagging the multi-match group comprises flagging at least a given reference fingerprint of the multi-match group as being a member of the multi-match group, and wherein determining that the digital fingerprint of media content being rendered by the media presentation device matches the reference fingerprints of the flagged multi-match group comprises determining (i) that the digital fingerprint of media content being rendered by the media presentation device matches the given reference fingerprint and (ii) that the given reference fingerprint is flagged as being a member of the multi-match group. determining, by a computing system, whether a digital fingerprint of media content being rendered by a media presentation device matches multiple reference fingerprints each corresponding with a different respective channel; responsive to determining that the digital fingerprint matches the multiple reference fingerprints each corresponding with a different respective channel, performing by the computing system disambiguation based at least in part on location of the media presentation device, to determine which channel the media presentation device is receiving the media content on, wherein performing the disambiguation comprises, based at least in part on a match between the location of the media presentation device and a location associated with a particular one of the multiple reference fingerprints, determining that the respective channel with which the particular reference fingerprint corresponds is the channel that the media presentation device is receiving media content on; and taking action based on the determined channel, wherein the multiple reference fingerprints are selected from a plurality of reference fingerprints in reference data, and wherein determining that the digital fingerprint of media content being rendered by the media presentation device matches the multiple reference fingerprints comprises (i) comparing the digital fingerprint of media content being rendered by the media presentation device with the plurality of reference fingerprints in the reference data; and (ii) based on the comparing, determining that the digital fingerprint of media content being rendered by the media presentation device matches the multiple reference fingerprints, and wherein the method further comprises detecting and flagging a multi-match group comprising the multiple reference fingerprints, wherein determining that the digital fingerprint of media content being rendered by the media presentation device matches the multiple reference fingerprints comprises determining that the digital fingerprint of media content being rendered by the media presentation device matches the reference fingerprints of the flagged multi-match group, wherein flagging the multi-match group comprises flagging at least a given reference fingerprint of the multi-match group as being a member of the multi-match group, and wherein determining that the digital fingerprint of media content being rendered by the media presentation device matches the reference fingerprints of the flagged multi-match group comprises determining (i) that the digital fingerprint of media content being rendered by the media presentation device matches the given reference fingerprint and (ii) that the given reference fingerprint is flagged as being a member of the multi-match group.