RSCI to release IRS 2017 data in third week of Jan

MUMBAI: The Readership Studies Council of India (RSCI) will release IRS 2017 in the third week of January 2018. The IRS 2017 is a full year report covering four quarters of fieldwork.

The data validation for all the four fieldwork quarters for IRS 2017 was successfully completed last month. The RSCI is a joint body formed by the Media Research Users Council (MRUC) and the Audit Bureau of Circulations (ABC).

“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 RSCI said in a statement.

It further added that the team focussed on enhanced levels of scrutiny adopted via frequent field visits, backchecks, use of GPS tracking devices, audio recordings, and quarterly validations.

“There was also an encouraging response from the media agency personnel who took part in field backchecks and accompaniments,” it stated.

In February 2014, the RSCI had decided to temporarily suspend the findings of IRS 2013 report after the findings were questioned by a group of 18 news publishers.

MRUC chairman and Dentsu Aegis Networks chairman and CEO – South Asia Ashish Bhasin said that the absence of IRS data in the past three years has impacted the print media industry as the media agencies were finding it difficult to plan without the availability of a comprehensive and reliable study.

“Advertisers and Publishers, in particular, relied heavily on intuition and market perception, leading to loss of opportunity in maximising profitability. We are delighted that the IRS is back and we expect that this will set a new standard for Print Research globally,” he stated.

The sample size for IRS 2017 report is 3,30,000 households (urban 2.14 and rural 1.16). The Report covers 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.

Apart from being the currency for print readership and planning, the IRS also provides a cross-media comparison, media consumption habits, and penetration of brands and categories across markets. Additionally, IRS also captures information on Telecom and DTH.

MRUC vice chairman and Sakal Media Group chairman Pratap Pawar added, “The print industry has been eagerly awaiting the release of IRS. I would like to thank the stakeholders for having shown tremendous patience and also for providing their unstinted support to the industry study, which was really great to see. Going forward MRUC and the IRS would continue to deliver the best and tread on higher paths of glory.”

RSCI Managing Committee chairman and IPG Media Brands CEO Shashi Sinha stated, “There is no other readership study in the world other than the IRS that caters to a complex and diverse market like India with a sample as large as 3 lakhs plus households, and with a methodology designed to

deliver gold standard research. I believe the RSCI Techcom and the MRUC have put in a lot of effort to perfect the upcoming Report, making it future-ready and synonymous with the market truths.”

RSCI Technical Committee chairman and DDB Mudra Group Executive Director NP Sathyamurthy observed, “After months and months of dedication, we have come out with a product that we believe is truly world-class. The IRS has constantly innovated with new technology led solutions to improve the veracity of data capture quarter-on-quarter, and the sheer focus on data scrutiny which we deployed makes us believe that the new improved IRS would reap rich dividends for the industry stakeholders.”

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