Amongst the key decisions that the Audit Bureau of Circulation (ABC) took in its annual general meeting, held last Friday, one was in the context of research agency that would take care of the responsibilities of National readership Survey (NRS). The decision comes in favour of ACNielsen and SRS Icon’s Dr Sridhar will be a consultant to NRS.
The duties of NRS, prior to this, were under the custodianship of four agencies - Mode, IMRB, MRAS and ACNielsen. Informed sources share that due to the problems that took place in the latest survey, ABC had decided to consolidate the duty with just one agency.
Consequently, over a month back, the bureau floated tender inviting agencies to pitch for the responsibility, where over 54 entries were received. The evaluation in the second round had chosen three finalists - ACNielsen, IMRB and SRS Icon. And, SRS Icon’s Dr Sridhar had joined hands with Raghu Roy to compete for NRS.
As per the sources, one reason why ACNielsen won the duty is due to the infrastructure it has in place for the task. Dr Sridhar is retained as Consultant on NRS where he will advise on the fieldwork and the other processes of the research.