METHODS AND APPARATUS TO DETERMINE AUDIO SOURCE IMPACT ON AN AUDIENCE OF MEDIA

Methods, apparatus, systems and articles of manufacture to determine audio source impact on an audience of media are disclosed. A disclosed example method includes dividing monitored audio into successive audio segments including a first audio segment and a second audio segment, the monitored audio associated with monitored media. The example method also includes generating a first confidence value for the first audio segment of the successive segments and a second confidence value for the second audio segment, the first confidence value associated with a presence of a first audio source in the first audio segment, the second confidence value associated with a presence of the first audio source in the second audio segment. The example method further includes comparing (1) a first correlation of the first confidence value and a first rating associated with the first audio segment and (2) a second correlation of the second confidence value and a second rating associated with the second audio segment to determine an impact of the first audio source on audience ratings of the monitored media.