METHODS AND APPARATUS TO DETECT SPILLOVER

Methods and apparatus to improve the accuracy of crediting media exposure through detecting reverberation indicative of spillover are disclosed. An example apparatus includes a reverberation analyzer to identify a quantity of short durations of loudness in an audio signal of media presented by a media presentation device and calculate a ratio of the quantity of the short durations of loudness to a quantity of durations of loudness in the audio signal of the media, the quantity of the durations of loudness including the quantity of short durations of loudness. The example apparatus also includes a processor and memory in circuit with the processor, the memory including instructions that, when executed by the processor, cause the processor to mark the media as un-usable to credit a media exposure when the ratio does not satisfy a loudness ratio threshold.