Top Story

e4m_logo.png

Home >> Media – Print >> Article

INDIAN READERSHIP SURVEY 2016 LAUNCHED

23-March-2016
Font Size   16
INDIAN READERSHIP SURVEY 2016 LAUNCHED

The Readership Studies Council of India (RSCI), formed jointly by the Media Research Users Council (MRUC) and the Audit Bureau of Circulations (ABC), has announced the launch of the world’s largest continuous survey of media usage, product consumption and ownership – Indian Readership Survey (IRS) for 2016.  

The 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.  

Speaking on the launch of the IRS 2016, I Venkat, Chairman, MRUC said, “The Indian Readership Survey is one of the most definitive surveys for print media; consumer demographic profiling and product consumption habits, anywhere in the world. India is one of those unique markets where the print medium is growing consistently even though we are on the brink of a digital revolution. After consultations with all relevant stakeholders we have finalized our research design and begun the field work. IRS is the only industry recognized readership and consumer profiling survey in the country and the team has worked hard to ensure it meets the high standards expected of it.”  

To ensure reliability of the IRS, the technical committee has enhanced the process of back-checks and included a third party auditor for monitoring the end to end process of survey design and quality control checks. The survey has also added numerous safety enhancement layers, powered by technology. Some of these include a tracker for GPS locations of interviewers, enhanced audio recording and electronically addressed forms. 

 About RSCI  The Readership Studies Council of India (RSCI) is an industry body formed jointly by the Media Research Users Council (MRUC) and the Audit Bureau of Circulations (ABC) to bring out the Indian Readership Survey (IRS). 

About MRUC Media Research Users Council (MRUC) is an industry body created with the purpose of providing its members with credible and consistent research enabling critical marketing and business decisions. Established in 1994, the Council has members representing advertisers, agencies, publishers and broadcasting industries. 

About ABC ABC, founded in 1948,  is a not-for-profit organisation certifying circulation figures for member publications, through a process of audit.  

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

WhatClicks promises to be an unbiased, objective, third-party audit firm that will work with advertisers and agencies alike to help build an effective and integrated digital strategy.

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video