Media measurements 2018. The method of collecting data on television viewing in Russia

Currently, the media market is undergoing global changes. The Internet is gradually leaving a young solvent audience, and it is followed by the content producer. In this situation, advertisers are concerned about one question:how to distribute advertising budgets? Advertising costs make up a large part of the promotion budget in all large companies. Therefore, it is necessary that the funds spent work as efficiently as possible. In my opinion, only a transparent measurement system can put everything in its place. But there is no possibility to quickly switch to the new method. The factors influencing the slow development of the sphere of media measurements are financial, legal and technical limitations.