30 Years of Leadership and Innovation

The conference started with a welcome speech by Mediascope CEO Ruslan Tagiev who spoke about the company’s development and achievements.

Several years ago, Mediascope set a course for infrastructure modernization and made a technological leap. One of the most important areas of our focus has become the localization of measurement solutions. We not only develop our products, but also attract the best experience in working with data — therefore we have entered into strategic partnerships with technological companies Cifrasoft, MediaHills, Admetrix. In addition to our own data, Mediascope also processes the data of our partners — streaming services and the largest online platforms.

Irina Suanova, Head of Client Relations and Data Analytics at Mediascope, explained how Russians consume media in three types of content: informational, artistic, and gaming.

Russians receive informational content through three main channels: 66% of the population aged 12+ watch news and socio-political programmes on TV, 35% visit information resources on the Internet, and 47% read news in Telegram. The most popular type of artistic content in all environments analyzed by Mediascope is TV series. On both TV and screaming platforms, they account for the most viewing time. The most common type of gaming content is mobile games, among which casual games are especially popular.

Ksenia Achkasova, Executive Director of Mediascope, made a presentation on the results of 2024 and plans for 2025 in the field of Mediascope syndicated projects.

The Mediascope product portfolio has expanded significantly over 30 years: we not only evolve our syndicated measurements, but also create new research products with developing tools and technologies including Data Science.

All the tools used in Mediascope for collecting, processing and reporting data are completely Russian-made. We have been working on this for several years and now, with the update of the software and hardware complex in TV measurements, we have completed the localization process.

Head of the Digital Innovations Sector at Mediascope Mikhail Kozlov presented the first results of working with partner data of online cinemas.

A unified approach to measuring different platforms allows analyzing data dynamically and provides:

— The ability to compare data from different platforms;

— Obtain summary data on views of the same content on different platforms;

— The ability to compare the popularity of different content.

Andrey Boyarinov, CEO of MediaHills (Mediascope group of companies), told about the implementation of a system for measuring the number of contacts with advertising by Smart TV viewers.

The project is based on two technology stacks: the use and recognition of special audio tags — watermarks in commercials and the processing of big data from telecom operators to determine contacts with advertising.

This project will provide advertisers with detailed data on contacts with advertising messages on large screens, helping to build effective advertising strategies.

Ilya Shershukov, CEO of Admetrix (Mediascope group of companies), told about the evolution of outdoor advertising measurements and the company’s products.

In November 2024, Admetrix has launched a new product — «Operational Monitoring», which provides access to daily information on output on classic and digital structures for each day of the advertising campaign, taking into account all the features of the placement. The data is updated daily on the fourth day after the reporting date.

Mikhail Zotov, Director of Business Development at Mediascope, presented the development directions of the company’s research projects.

Mediascope constantly strives to maximize the effectiveness of media measurements at all stages — from collecting information to delivering data to the market.

At the core of Mediascope projects today there is a variety of tools and data streams, supplemented by mathematical solutions.

Talking about the development of the largest Mediascope audience syndicates, we see the TV Index project as the core for measuring video consumption, and Cross Web as the basis for audience assessments of the digital environment with the development of the partner data analysis.