Russian TV audience measurement should improve significantly from Q3 2018, when Mediascope includes viewing figures on mobile devices and in dachas (second homes).
Kommersant notes that the latter are owned by 45% of households in large cities and could add 4-8% to existing TV ratings.
It adds that while the move will make measurements more accurate, it will not necessarily affect demand from advertisers, which is more dependent on Russia’s overall economic situation.
Ass previously reported by Broadband TV News, Mediascope, which was formerly known as TNS Russia, began the monitoring audience figures for TV content shown on the internet in July this year.