Methods, apparatus, and articles of manufacture for performing data insertion in compressed audio/video data streams are disclosed. An example method disclosed herein to insert audience measurement data in a compressed media data stream comprises rearranging data in frames of the compressed media data stream to form contiguous sequences of skip bytes at respective locations in the frames of the compressed media data stream, the audience measurement data to be inserted in the compressed media data stream at the locations of the contiguous sequences of skip bytes, the contiguous sequences of skip bytes having respective lengths, and inserting different types of audience measurement data at the locations of the contiguous sequences of skip bytes in two different frames of the compressed media data stream based on the respective lengths of the contiguous sequences of skip bytes in the two different frames of the compressed media data stream.