The first direct measurements of effective magnetic diffusivity in turbulent flow of electroconductive fluids (the so-called β effect) under the magnetic Reynolds number Rm≫1 are reported. The measurements are performed in a nonstationary turbulent flow of liquid sodium, generated in a closed toroidal channel. The peak level of the Reynolds number reached Re≈3×10(6), which corresponds to the magnetic Reynolds number Rm≈30. The magnetic diffusivity of the liquid metal was determined by measuring the phase shift between the induced and the applied magnetic fields. The maximal deviation of magnetic diffusivity from its laminar value reaches about 50%.