MRUC to extend IOS with more markets; invites bid from research agencies

MRUC to extend IOS with more markets; invites bid from research agencies

MUMBAI: In a bid to add fillip to its initiative to measure the outdoor advertising space, Media Research Users Council (MRUC) is now in the process of extending the Indian Outdoor Survey (IOS) this year.
 
MRUC is inviting fresh bids from research agencies, including incumbent Hansa Research to conduct a broader IOS, which will cover more markets. After covering two major cities last year that is Mumbai and Pune, IOS will expand its reach to cities such as Delhi, Bangalore, Hyderabad, Kolkata, Ahmedabad and Chennai, thus covering all metros.
 
Said MRUC CEO Joseph Eapen, "Outdoor advertising has shown promise to break the clutter of advertising on traditional mediums. Through IOS, MRUC aims to build a common currency for the Indian outdoor media industry for planning, buying, selling and evaluating advertising investment in the medium. IOS not only provides a reach and frequency model for media planning/selling but also gives insights into the quality of an outdoor site through a visibility index. It will also serve as a comprehensive, credible and up-to-date inventory of OOH sites by market and by format."