MRUC shortlists research agencies for outdoor study

The Media Research Users Council (MRUC) has shortlisted research agencies, who will make presentations for a proposed outdoor media study. The council plans to initiate the study by October-end.

N.P Sathyamurthy, director general, MRUC, said the five shortlisted agencies will be making presentations in the next few days. Subsequently, a decision regarding the winner will be taken by October 10.

The study, which is an independent piece of research on the medium, will encompass all major outdoor vehicles including hoardings, bus-shelters, public utilities, lamps and kiosks.

The process of selecting an agency for the project was initiated about three weeks ago and out of the 13 agencies, which had initially responded, eight were briefed and five were shortlisted, Sathyamurthy explained.

The shortlisted agencies include IMRB, AC Nielsen and Hansa Research Group (HRG). The names of the other two agencies could not be ascertained.

MRUC has also initiated talks with interested parties including clients and outdoor specialists who can financially support the research study, apart from providing inputs on methodology and scope.

The study will cover the top eight to ten cities, which account for seventy per cent of the outdoor spends. The research is to be released by the first quarter of next year.

"A study of this nature will cost a couple of crores of rupees," says Sathyamurthy, "and we are not looking for an upfront payment. Instead, we are looking for some sort of a financial commitment that can help us get the project going."

The study will take into account the various outdoor options, traffic count - both vehicular and pedestrian, and the profile of the audience who are likely to be exposed to the outdoor vehicle. "Based on this, the reach and frequency of the outdoor vehicle can be derived and a comparative analysis can also be drawn," Sathyamurthy explains.

Meanwhile, in another development, the MRUC has released the findings of round two of IRS 2003 and is currently in the process of distributing the software to its subscribers.

A press conference to announce the topline findings of the readership survey has been tentatively scheduled for October 8 in Mumbai.

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