Ksenia Achkasova, Executive Director, Mediascope
All media industry players are interested in data on content consumption and advertising engagement patterns, the way different communication channels intersect, and platforms and devices preferred by users. It is these issues faced by the state and business that professional audience measurement companies are designed to address. In Russia, for the past 30 years, this role has been fulfilled by Mediascope — a technology-driven research company and the official provider of TV and Internet audience measurement.
Measuring TV Viewership in Russia for Over 25 Years
In 1996, Mediascope was the first company in Russia to release people metrics-based data on television measurement in Moscow. Since then, studies have advanced significantly: we now measure TV viewership across the entire country, on all types of screens and in all viewing environments. Today, the Mediascope TV panel includes over 9,000 households (around 20,000 people) — ranking fifth worldwide. In 2023, Mediascope launched out-of-home TV measurement, covering bars, hotels and other locations.
Digital Measurement
To get the full picture of real internet users, their preferences, and consumer behavior, Mediascope combines data from multiple digital panels.
Our desktop panel includes 15,000 individuals aged 12+, whose activity is tracked via specialized software installed on their computers. The mobile panel includes 30,000 users, with data being collected through a special app. Datasets on mobile and desktop activity are combined in the course of data processing with the use of a special mathematical model. This approach allows us to combine any number of different datasets to solve a wide range of diverse tasks on clients’ request.
Local Solutions and Technologies
At Mediascope, localization had begun well before it gained massive market demand. All of our data has long been produced, processed, and stored entirely in Russia. The Mediascope Data Platform, which is our own technological platform, allows us to collect a wide range of data, process it regardless of its volume and variability and deliver it in a client-friendly format. In line with our focus on advancing television measurement, we have developed a full-fledged and entirely domestic software and hardware system for collecting, processing, and distributing TV data.
In addition to in-house technologies, we invest in promising tech companies. In 2020, Mediascope signed two strategic deals with Russian media measurement vendors Cifrasoft and MediaHills, and in 2021 entered into a strategic partnership with Admetrix, a provider of Out-of-Home advertising data.
The way media data and localized technology solutions support digital sovereignty will be discussed by Russian and international experts at the session “From Viewers to Insights: How Audience Measurement Informs Business Strategy and Supports the State Goals” during the Global Digital Forum in Nizhny Novgorod.
