1. A method comprising: developing a keyword database of terms based on a program guide descriptive of a plurality of programs for a given time period; generating a plurality of likelihood values for respective ones of the plurality of programs based on comparison of closed caption text associated with a presented program to the keyword database, the values representing likelihoods that the respective ones of the plurality of programs is the presented program, the likelihood values being generated without comparing the collected audience measurement data to any reference audience measurement data; collecting an audience measurement parameter for the presented program, the audience measurement parameter useable to identify the presented program; employing the plurality of likelihood values using a processor to select a subset of the plurality of programs to form a list of most probable presented programs, wherein the selected subset includes more than one of and less than all of the plurality of programs; and sending the list of most probable programs and the collected audience measurement data to a collection server, the collection server to compare the collected audience measurement data to reference audience measurement data for respective ones of the most probable programs in an order selected based on the likelihood values for respective ones of the most probable programs in the list.