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MRUC lifts abeyance from IRS 2013 data

MUMBAI: The Media Research Users Council (MRUC) has finally lifted the voluntary abeyance from the Indian Readership Data (IRS) 2013 with effect from 20 August.

A statement mentioned that after intense deliberations and careful examination of the audit report, MRUC chairman, RSCI chairman, INS president and ABC chairman have arrived at a unanimous and unambiguous decision to lift the voluntary abeyance placed on the data.

The Indian Readership Survey 2013 was released on 28 January 2014, and immediately attracted different views on the accuracy of data. This prompted the Readership Studies Council of India (RSCI) to voluntarily request subscribers to hold the study in abeyance as it decided to undertake a revalidation exercise.

Subsequently, a sub-committee for revalidation was established with two co-chairs representing publishers and ad agencies. The sub-committee unanimously concluded that the methodology used to conduct IRS 2013 was in order and decided to commission a process audit. The audit was awarded to Magic 9 Media’s Praveen Tripathi, after viewing several proposals.

The findings of the revalidation sub-committee and the audit report was discussed by MRUC chairman, RSCI chairman, INS president and ABC chairman, who further discussed the findings with the RSCI technical committee chairman as well as the two co-chairmen of the revalidation committee.

The audit was conducted in two stages, which involved direct back checking of respondent homes after which a broader and deeper Forensic Statistical Analysis exercise was carried out to identify and isolate both fieldwork compliance deficiencies and incidences of the occurring of Unusual Publication Incidence (UPI) in respondent interview records. By sieving the aggregate data set for these issues, the audit was able to judge unequivocally whether the statistical deviations systematically changed any of the crucial readership outputs. The outcome was conclusive and unequivocal that the study results had not been impacted.