The commission under Roskomnadzor on Wednesday selected an authorized organization to study the volume of the Internet audience, choosing Mediascope. Experts in an interview commented on the appointment of the company as a single measure of the Internet audience.
Alexey Popovichev, Executive Director of Rusbrand, noted that from the advertiser's point of view, the actual choice of a single Internet audience meter that will provide television data and digital measurement data is a step forward in the development of the market.
“This step will increase the transparency of the measurement and the trust of the audience. MediaScope is a well known company for us. We, as Rusbrand, have been working closely with her for 20 years. The approaches that the company uses, in particular, openness, dialogue with the industry, willingness to listen to industry recommendations, are not impressive. Therefore, we believe that this is a serious step in the development of the Russian advertising market,” he said.
In turn, the CEO of MediaScope Ruslan Tagiev said that the accumulated experience and expertise of the company will help to fulfill the tasks well.
“The ability to compare data on the audience of different media in a single format, primarily on the Internet and TV, will allow advertisers to more efficiently distribute their advertising investments in a cross-media split. All market participants - sites, advertisers and agencies - will receive transparent and comparable data on the audience of content on the Internet and other media," he stressed.
Earlier, a commission under Roskomnadzor selected an authorized organization to study the volume of the Internet audience. According to the results of the competition, Mediascope was chosen as a single meter, which until now has also been a TV meter.
“Unified measurements and the presence of an authorized organization are designed to ensure the openness, comparability and reliability of data obtained as a result of studies of the volume of the audience of TV channels, online publications and other online platforms,” the ministry said in a statement.
As noted in the message of Roskomnadzor, the authorized organization will measure only those Internet resources that the departmentered in a special register. Now it contains 79 information resources, the volume of the audience of which is subject to research. Including 27 audiovisual services, 4 news aggregators, 8 social networks, 26 registered mass media, 14 other information resources. This list of resources is not final and may be supplemented.
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