Abstract: Approaches provide for predictive viewership associated with a device. Information associated with viewership by the device may be received over an interval. The received viewership information is merged with panel information to further generate merged information. The merged information is then aggregated at a predetermined increment to form aggregated date. The aggregated data can then be used as input training data to a model to generate probability of viewership by the device. One or more metrics associated with the predicted viewership can be tracked to evaluate model performance.