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IRS 2016 to be released by Jan 2017

MUMBAI: 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 IRS data for 2016 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 3.3 lakh respondents, across 91 individual districts and 101 district clusters.

MRUC chairman I Venkat 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 finalised our research design and begun the fieldwork. IRS is the only industry-recognised 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 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. Besides, the survey has 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.