MRUC releases IRS report 2014

This is a one-time report and reflects the impact of general election campaigns on media consumption patterns.

Media Research Users Council (MRUC) in association with Readership Survey Council of India (RSCI) has released the Indian Readership Survey (IRS) 2014 survey reports.

The new round of data enables the user to study the market and media trends.

Furthermore, this report will reflect the impact of general election campaigns on media consumption patterns during the IRS fieldwork. The data has been validated thoroughly internally, as well as by a third party audit.

Here are some of the updates in IRS 2014: Telangana has been added as a separate state; full sample is about 2.38 lakh at an all-India level; moving annual total (MAT) methodology has been used to generate data; includes 1.62 lakh urban households and 76,000 rural households; the universe estimates have been updated using population growth rate considering the Census 2011 population as base; there were a total number of 436 reporting units with 92 individual districts and 99 district clusters, along with five lakh plus towns; and it will be a one-time report release similar to that of 2013.

The IRS 2013 report was previously released in January 2014, and had to go through a rough phase (with the industry - advertisers, agencies and publishers - divided on whether to accept it or not), before it was re-validated and accepted by the industry in August 2014, when it was re-released.

The report has been the currency for buying and selling of advertising space in print media. It is brought out by MRUC, which is a part of RSCI.

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