15. A tangible article of manufacture as defined in claim 14 , wherein the machine accessible instructions, when executed, cause the machine to generate the likelihood values by counting matches of the closed caption text and the keyword database for respective ones of the plurality of programs.
14. A tangible article of manufacture excluding propagating signals, the article comprising a computer-readable storage medium storing machine readable instructions that, when executed, cause a machine to: develop a keyword database of terms based on a program guide descriptive of a plurality of programs for a given time period; collect audience measurement data for a presented program, the audience measurement data useable to identify the presented program; generate likelihood values for respective ones of the plurality of programs based on comparison of closed caption information associated with the presented program and 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; select a subset of the plurality of programs based on the likelihood values to form a list of most probable presented programs, the list of most probable presented programs including more than one of and fewer than all of the plurality of programs; order the list of most probable presented programs based on respective ones of the generated likelihood values; and send the ordered 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 based on the order of the most probable programs in the list to identify the presented program.