Methods, apparatus and articles of manufacture for program telecast monitoring using watermarks are disclosed. An example method for program monitoring disclosed herein comprises obtaining a sequence of watermarks detected from a presentation of media content at a monitored site, and comparing a data pattern obtained from the sequence of watermarks with a set of possible data patterns to identify a particular program transmission of the media content, the set of possible data patterns being associated respectively with a set of possible transmissions of the media content. An example method to watermark media content disclosed herein comprises encoding the media content with a sequence of watermarks, a watermark in the sequence of watermarks including content identifying payload data, and modifying the sequence of watermarks to also include a data pattern associated with a particular transmission of the media content.