Mediascope experts spoke at the CSTB.PRO.MEDIA 2026 forum

• Mediascope is more than just an accredited audience measurement provider. For over 30 years, we have served the industry as a trusted service company, delivering measurement solutions built on our experience and expertise.
• We measure TV viewing on all screens: classic TVs, smartphones, desktops and Smart TV. All of our TV measurements are based on fully domestic technologies and tools.
• The main tool of our digital measurements is a smartphone. In addition to the classical dimensions, we develop projects including watermarks and single-source viewing analysis.
• We are also actively working on a separate Big Data-based measurement project from partner OLV platforms and content monitoring using the latest tools.

• The share of animation in TV viewing among Russians aged 4 and older reached 6.1% in 2025 (up from 5.3% in 2024). And animation appeals to more than just children: among the audience for animated content (including both animated series and films), viewers aged 4–11 make up 31%, those aged 25–34 account for 17%, and those aged 45–54 represent 19%.
  
• Animated films traditionally see their peak viewership during the New Year holidays, while animated series peak during summer break.
  
• Viewing time for animation on online cinemas surged sharply in August 2024. By the end of January 2026, Russians had spent a total of 224.4 million hours watching animated content on online cinemas. Moreover, the vast majority of the most popular animated films and series among viewers are domestic titles.

More facts can be found in the full presentation of the report.

Irina Suanova, Head of Client Relations and Data Analytics at Mediascope, spoke about our video content measurement at the CSTB forum.

Learn more about how we measure TV viewing and digital video audiences in Irina Suanova's presentation, "TV in a Digital Environment."

Andrey Boyarinov, CEO of MediaHills (part of the Mediascope group of companies), participated in the session "Interactive Advertising. Connected TV as a Personalized Ecosystem". During the session, experts discussed the growing popularity of CTV, the development of advertising formats in Russia, market changes in 2025, and the future of measurement and verification. Particular attention was given to new products, technological trends, and the key challenges the industry may face in the years ahead.