Last week Media Research User Council (MRUC) unveiled the much awaited IRS data for the year 2014.
PepsiCo is one of the biggest advertisers both in print and television. We talk to D Shivakumar, CEO, Pepsico India about his opinion on the latest IRS findings.
He said, “If you look at the Indian Readership Survey findings I think the number of people for family roughly remains the same both in urban and rural India. The number of television sets has gone up very clearly and that has gone more in rural India than in urban India, which is good news for brands and marketers.
There will always be a debate in terms of data points and I don’t worry about that. I think fundamentally it is in the right direction and a lot can be done by the brand using IRS.
When asked if he is happy with the latest findings, he replied, “Yes I am happy with the findings.”
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