Top Story


Home >> Media - Radio >> Article

IRS 2010: IRS radio makes sense for media planners, but more indepth analysis needed

Font Size   16
IRS 2010: IRS radio makes sense for media planners, but more indepth analysis needed

There’s likely to be no end to the debate over which one is better – Radio Audience Measurement (RAM) of the Indian Readership Survey (IRS). There are differing views on both and each has got their own supporters. A section of the industry believes that IRS is a better reflection of the measurement of radio listenership as compared to RAM since the former has an extensive sample size unlike RAM. Then, there is another section that has its reservations about the IRS, saying that it is primarily for the print media.

Although RAM may have rich data and is available week after week, its biggest challenge is that it is present in only four metros – Mumbai, Delhi, Kolkata and Bangalore. IRS, on the other hand, boasts of a far wider reach, thus helping advertisers and media planners gain perspective of smaller towns. Then there is the methodology used by both, while RAM follows the Diary method, IRS follows the Day After Recall (DAR) method.

India today has over 250 FM stations, and with the Phase III of FM rollout, an additional 700 FM stations would be set up. The Indian radio industry currently contributes a mere 4 per cent of the overall advertising pie and attracts over Rs 800 crore advertising revenue. Therefore, data from IRS and RAM helps the industry attract advertisers to this medium, especially since most of the FM stations today are spread across small towns and mini-metros.

Thus, it becomes pertinent to ask how relevant IRS radio data is for media planners.

In reply to this question, Narendra Kumar Alambara, General Manager and Office Head, Starcom Worldwide, Chennai, said, “IRS radio does make sense for media planners, but only at a certain level. However, you need something that has a better understanding of the overall perspective and provides comparative perspective to other mediums such as print and television. RAM, on the other hand, gives a lot more indepth analysis, but in restricted to four metros currently. Besides this, IRS does give a lot of perspective and better understanding on reach of radio in smaller towns, which lacks in other mediums.”

According to Sanjay Sharma, Director, Synergy Media, “RAM is limited to four metros, but, it provides results every week. IRS has a very large sample size and is spread across India, even into small towns unlike RAM. I believe IRS is a very good health indicator for radio as a medium and is spread not only in large cities, but also in small towns, which is very good not only for the medium, but also for the advertisers and media planners, who want to reach out to small town listeners.”


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

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

Gopalan currently leads the Indonesia operations of P&G, and will be taking over from April 1st, 2018 as Al Rajwani is set to retire after 37 years with the company.