The Indian Readership Survey (IRS) 2016 data that was slated to be released by January next year, followed by regular quarterly updates, has now been delayed to Q3 of 2017.
“There was an official confirmation sent out to publishers and subscribers.” – Radhesh Uchil, CEO, MRUC on delay in publishing findings of IRS.
“The results are expected to be out by Q3 2017. “ He added.
NP Sathyamurthy, Executive Director, DDB Mudra Group, Chairman, Technical Committee, MRUC, also confirmed the new time frame of data roll out to exchange4media.
“We needed to carry out some technical enhancements, so we stopped the field work once the first round was completed. The second round of field work was pushed by 50 to 70 days, we have also enhanced security measures for data collection.” Said N Sathyamurthy citing reasons for the postponement.
Validation of data for the first quarter is slated to happen soon.
The Readership Studies Council of India (RSCI), formed jointly by the Media Research Users Council (MRUC) and the Audit Bureau of Circulations (ABC) had announced in a press statement in March earlier this year that 2016 IRS data will be released by January next year, followed by regular quarterly updates.
The survey increased its sample size by 40% at an ‘All India’ level, targeting a total of 3.30 lakh respondents, across 91 Individual Districts and 101 District Clusters as per the last official update.