There is disclosed a method for identifying media content playing in a vicinity of a device, the method including the steps of: (a) recording sounds received at the device; (b) analysing those sounds to determine which media content is playing in the vicinity of the device, and (c) storing or transmitting results of the analysis to permit a generation of a report as to what specific media content is playing in the vicinity of the device, or was playing in the vicinity of the device. There are further disclosed related devices and related computer program products.