Patent ID: 8881189

Claim:
A system, comprising: a data processing apparatus; and software stored on a computer readable medium comprising instructions executable by the one or more processing devices and upon such execution cause the data processing apparatus to perform operations comprising: identifying a first television program, the first television program being a television program for which the demographics of a viewing audience of the first television program is determined to be not within a particular level of certainty in ratings data; identifying first channel tune records for viewing devices from viewing device reporting data, each first channel tune record identifying a television channel change to a broadcast of the first television program from a broadcast of a respective second television program, each respective second television program having ratings data that specifies demographics of a viewing audience of the respective second television program; identifying second channel tune records for viewing devices from the viewing device reporting data, each second channel tune record identifying a television channel change from a broadcast of the first television program to a broadcast of a third television program, the third television program having ratings data that specifies demographics of a viewing audience of the third television program; and estimating, from the first and second channel tune records, the demographics of the viewing audience of the first television program.