Apparatus for identifying video content includes a scene detector to detect a plurality of consecutive scenes in the video content. The video content may include a video program and an advertisement contained within the video program. A signature generator determines a scene change signature for each of the plurality of consecutive scenes. A content identifier provides the plurality of scene change signatures to a comparator that compares the plurality of scene change signatures to a database having a plurality of video content items to identify the video program. The database includes an ordered plurality of previously determined scene change signatures for each item of video content in the database. The content identifier receives an identification of the video content from the comparator. The content identifier may further receive information related to a position of the plurality of scene change signatures within the ordered plurality of previously determined scene change signatures.