According to Kommersant, the industry regulator Roskomnadzor will now chose a new company to undertake such research by the end of the year.
It will be tasked with undertaking the research for a period of three years, with its data becoming mandatory for the use of TV channels and ad sellers by September 1, 2017.
Although it was initially suggested the law came into effect on January 1, 2017, stakeholders in the TV ad industry asked for it to be postponed by at least a year.
The change will have far-reaching consequences for TNS Russia, which is wholly (foreign) owned by Kantar Media and has been undertaking such research in Russia since the late 1990s.
The foreign ownership limit on any new provider will be 20% and National Media Group are understand to be negotiating to buy a majority stake in TNS Russia.
Furthermore, several wholly Russian-owned companies are also interested in undertaking TV audience measurement research.