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IRS Round 9 marks significant departure. Records new trends

27-September-2002
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IRS Round 9 marks significant departure. Records new trends

Recently released IRS Round 9, marks a significant departure from earlier surveys. And provides insights into the changing mediascape. It has recorded a new leader amongst Dailies in Delhi, a stats strongly contested by the dethroned king.

In a significant departure from traditions, data from this Round of IRS isn't a rolling average of the current and previous rounds (IRS methodology merges data from the new round with the previous one to present 'average' data). Reason? The current round of IRS is based on latest Census 2001 demographic data, where significant changes vis-a-vis last Census, have been recorded. Citing that "Population changes (recorded in Census 2001) will even out by merging the two rounds defeating the real time estimates," IRS Technical committee decided to present data for a single Round (for period between Nov 19, 2001 and April 19, 2002) only.

The survey also notes a shift in SEC composition, bases the new census data. The percentage of households in top SEC bracket (AB), have reduced by 1.4 %.

Read the detailed commentary on IRS Round 9.

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