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IRS Q1 2019 data: print continues to expand; total number of readers touches 42 crore

The reporting sample size for this release is 3.24 lakh households

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MUMBAI: MRUC today released its IRS Q1 2019 data. The Q1 2019 Report is a Moving Annual Total, combining Q2+Q3+Q4 data of IRS 2017 and Q1 fieldwork of IRS 2019, which began in December 2018 and successfully completed in Q1 2019. The reporting sample size for this release is 3.24 lakh households.

On the methodology front, several steps have been taken to enhance the data collection process. The entire process of generation of C-Forms which provide the starting point addresses to interviewers has now been digitised. Contact sheets used by the interviewers to maintain records of on-field visits have also been digitised to smoothen the data management and reporting system. This further strengthens the security levels in data collection and provides more real-time updates of on-ground activity.

In addition to this, in upscale households, the process of selection of individuals has been upgraded to improve operational efficiencies thereby getting better representation of upscale respondents in the survey as compared to previous rounds.

In response to end user request, in addition to the household and individual databases, a third database will be released.  This third database will allow users to see the data for publications with low pick-up, especially at the market level. This database is meant to be used for directional read-only for users’ internal planning.

Commenting on the release of IRS Q1 2019 data,  Dentsu Aegis Network CEO – Greater South and Chairman & CEO – India Ashish Bhasin  and MRUC chairman said, “I’m delighted to announce that the IRS is back on track with the first quarter release of data, which paves the way for quarterly updates. This was something that the industry was expecting from IRS over the past several years. Quarterly release of data will enhance the ability of the IRS to mirror the changing media and marketing landscape of India in a more timely and realistic manner.”

Sharing some insights from the study, Bhasin said, “The print story continues to grow with the total number of readers increasing from 40.7 to 42.5 crore. Also, internet usage has increased with India now having a total of 384 million active internet users. These findings are in line with the market truths and testimony of IRS’ rigorous processes and quality control norms.”  

Madison Media & OOH  group CEO and Madison World and IRS Technical Committee chairman Vikram Sakhuja added, "I am extremely satisfied with the release of this round of IRS. In particular, we have used technology to infuse a totally new standard of field controls. The resultant data is robust and representative of the diversity and heterogeneity of our wonderful country. Overall media consumption and print, in particular, is vibrant and growing. Most stakeholders should be encouraged with this snapshot of how India is consuming media and print.” 

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