CTC Media in digital audience measurement initiative

Yuliana Slashcheva

Russian broadcaster CTC Media has teamed up with audience measurement specialist TNS Russia and technology provider Vi to offer advertising space based on measurement of audiences across both linear and digital domains.

The new ratings tool – known as Big TV – will measure the non-linear viewership of all the Federal – nationally available – Russian channels that are currently measured by TNS Russia’s audience panel, but CTC Media said it would be the first to use the data provided to offer a new advertising product.

Vi will use its ViMB ad sales system as the technology platform to sell advertising based on Big TV ratings.

“We embarked on the strategy to build a content holding two and a half years ago. Today our products are everywhere our viewers are, including web, mobile, and Smart TV. CTC projects consistently have strong digital audience. Today the viewership of certain CTC projects on new platforms is comparable to their on-air viewership. Now our partners and advertisers will be able to understand the real audiences of CTC projects, and later of our other channels as well,” said Yuliana Slashcheva, CEO of CTC Media.

Ksenia Achkasova, TV Audience Research Director, TNS Russia, said: “The technology landscape is changing, and so is the measurement methodology to ensure they fully match. The new measurement technology offers a more accurate evaluation of content audience regardless of particular screen, time or place of its consumption.”