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Flashed yesterday: Total readership of Newspapers has grown by 40%: IRS 2017

19-January-2018
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Flashed yesterday: Total readership of Newspapers has grown by 40%: IRS 2017

The Indian Readership Survey (IRS) 2017 released after almost four years and it revealed some rather interesting facts. The comprehensive presentation was made by NP Sathyamurthy of MRUC.  According to the recent IRS, unveiled in Mumbai this afternoon, newspapers total readership has grown by 40% and 11 crore new readers have been added. IRS, the world’s largest survey, has had an almost 34% increase in its sample size. According to the report, around 3.8 crore new readers have been added to the magazine survey.

Improvement in Average Projection factors:

Urban

IRS 2013-14: 557
IRS 2017: 493
Change: 12%

Rural

IRS 2013-14: 2346
IRS 2017: 1771
Change: 24%

Metros 50 Lakhs+


IRS 2013-14: 919
IRS 2017: 560
Change: 39%

The authorities this time deployed Mobile Device Management Software to lock all devices to protect against unauthorised changes, section locking was enabled within the questionnaire and Electronic C-forms were used to prevent any leakage of Starting Points.

Final Sample Accepted Post Full Scrutiny:

Targeted sample size: 332,421
Total interviews done: 399,973
Cancelled/abeyance: 80,355
Being reported: 319,618

“The IRS Techcom, RSCI, MRUC along with the Nielsen team have left no stone unturned in their endeavour to provide the industry with a reliable and robust study,” the MRUC statement read.

Around 3, 30,000 households (urban 2.14 lakh and rural 1.16 lakh) have been included as compared to 2,35000 sample size in IRS 2013.

IRS 2017 has covered over 600 publications, 71 product categories (at penetration and brand level), covering 28 states and 4 union territories, 95 cities with 5 Lakh+ population, 91 districts and 101 district clusters.

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