1. A method comprising: determining, by a computing system, that a query fingerprint of media content being rendered by a media presentation device matches multiple reference fingerprints each corresponding with a different respective channel than each other; responsive to at least determining that the query fingerprint matches the multiple reference fingerprints each corresponding with a different respective channel, performing disambiguation by (i) identifying a fingerprint feature that differs as between the multiple reference fingerprints and (ii) determining that the query fingerprint matches just one of the reference fingerprints as to the identified fingerprint feature, whereby the disambiguation establishes that the media presentation device is receiving the media content on the channel corresponding with the one reference fingerprint; and taking action based on the establishing that the media presentation device is receiving the media content on the channel corresponding with the one reference fingerprint.