Indian Readership Survey (IRS)

Contents

About the surveyMedia consumption

Use of IRS in print planning

What is IRS?

Syndicated research conducted by MRUC which captures data on Media consumption

Press readership TV, Cinema and Internet Radio listenership

Product usage and consumption habits for FMCG categories Ownership details for durable products Financial services, urban and rural lifestyle indicators

Measurement cycle and nomenclature IRS data is released every six months

Latest two data sets of 6-months each are merged to obtain a Moving Annual Total (MAT) report every six month

IRS YY RR YY- year of market launch RR-round of fieldwork (R1 or R2) E.g, Data marketed in 2010 after 1st round of fieldwork is

called IRS 10 R1

Scope of survey Respondents’ age: 12yrs + Fieldwork: round the year, data released twice a year 23 states covered, 76 cities reported All India sample of 240746 (equal number of HHs as well as

12+ individuals represented) Urban-275958 Rural- 595484

Reporting units: Zones States Urban/ Rural SCRs Towns/ Villages

Questionnaire administration

Housewife

Two sections

12 yr+ individual

Household membersDemographicsDurable ownershipFMCG usageLifestyle indicators

DemographicsMedia consumptionPersonal productsFMCG usage

IRS field survey Quantitative survey

Based on IRS questionnaire IRS back checks

Monitored by media professionals Validation of data

By members of IRS and media experts System of reporting

Moving Annual Total (MAT)

IRS definitions

Definitions Urban and Rural: According to the CENSUS of INDIA 2001, the following criteria was

adopted for treating a place as urban : All statutory towns, ie, all places with a municipality, corporation, cantonment board or notified

town area committee etc. All places which satisfy the following:

a minimum population of 5000 atleast 75% of the male working population engaged in non-agricultural pursuits and a density of population of atleast 400 per sq.km(1000 per sq.mile)

Apart from these, the outgrowths (OGs) of cities and towns have also been treated as Urban All areas not identified as ‘Urban’ are classified as ‘Rural’

Socio-Cultural Region (SCR): territories grouped not by geographical contiguity alone but also based on a number of socio-cultural parameters. Linguistic homogenity Geographical contiguity Financial, economic and administrative homogeneity Regionalisation of culture and lifestyles, making each one unique from other districts

Definitions Household: A private household consists of either one person living alone or a group of

persons who are related by blood, marriage or adoption.

Chief Wage Earner: The member of the family who makes the highest contribution to the household’s expenditure, either as his income,(if he is staying with the family) or as a remittance (if he is staying away from the family).

Housewife: The person taking decisions with regard to the purchase of goods for general household use ie FMCGs

Decision-maker: The person taking decisions with regard to the purchase of goods for durable use

Socio Economic Class (SEC): The MRSI classification categorized eight socio-economic groups based on the occupation and education of the Chief Wage Earner of the household. The eight socio-economic classes have been labeled as A1,A2,B1,B2,C,D,E1 and E2. A1 denotes the upper-most SEC, and E2 stands at the lowest SEC

Socio Economic Classification (SEC): Urban

Source : Market Research Society of India

Education

Occupation

Unskilled Workers E2 E2 E1 D D D DSkilled Workers E2 E1 D C C B2 B2Petty Traders E2 D D C C B2 B2Shop Owners D D C B2 B1 A2 A2Business/Ind.No. employees - 0 D C B2 B1 A2 A2 A1

1-9 C B2 B2 B1 A2 A1 A110+ B1 B1 A2 A2 A1 A1 A1

Self Employed Prof.

D D D B2 B1 A2 A1

Clerical/Salesmen D D D C B2 B1 B1Supervisory level D D C C B2 B1 A2Off./Exec.-Jun. C C C B2 B1 A2 A2Off./Exec.-Mid/Sen.

B1 B1 B1 B1 A2 A1 A1

College - not grad

Graduate/ PG - Gen

Graduate/ PG - ProfIlletarate

Sch. Upto 4 yrs./ Lit no formal

sch.

Sch. 5-9 yrs

SSC/ HSC

Education x Occupation of the Chief Wage Earner (CWE)

Socio Economic Classification (SEC): Rural

Source : Market Research Society of India

Education x Type of house of the Chief Wage Earner (CWE)

Pucca Semi-Pucca Kuccha

Illetarate R4 R4 R4

Literate but no formal sch. R3 R4 R4

Upto 4 yrs R3 R3 R4

5-9 yrs. R3 R3 R4

SSC/HSC R2 R3 R3

Some College but not grad. R1 R2 R3

Grad/PG -Gen R1 R2 R3

Grad/PG -Prof R1 R2 R3

Education

Type of House

Media consumption

Press Reach of the medium

Average issue readership for each publication with edition

Readership profile of each publication

Sole readership

Duplication between publications

Most preferred daily

Sunday issue readership

Time spent on Press on working days and Sundays/ holidays

TV Reach

Frequency of viewership-no. of days in a week

Time spent

Primary vs secondary viewing

Channels tuned

Channels watched yesterday/ last one week

Day part viewership for channels watched yesterday (Rural only)

TV language preferred

Genres viewed

Radio Reach

Place of listening

Stations listened to

Yesterday listenership by day part for each radio station

Day part listenership on working days and Sundays/ Holidays

Listeners’ profile

Time spent

Internet Awareness

Access through computer, TV & mobile phones

Last accessed

Frequency of usage

Place of access

Purpose of usage

Frequency of usage by purpose

Time spent

Cinema Frequency of Cinema going

Last visit to Cinema

Preferred language of movies

Print planning process

Print planning process Phase I

Selection of relevant IRS survey Market selection Target audience definition

Phase II Press mix selection Publication mix selection

Phase III Input publication rates CPT/Reach analysis Plan optimization Plan evaluation

Phase IV Plan implementation and monitoring

Selection of relevant survey

IRS rounds of surveys Latest being IRS 2005 R2

Reporting levels of surveys Household Individual Financial

Selection of survey

Market prioritization Reporting units

Metros, Mini Metros, towns and states

Market selection

Target audience selection

Filtration process for reporting variables Categories of reporting variables

Demographic Lifestyle Indicators Media Publications Products Telecom

Filter

Filtering the target group

Press mix selection

Language of publication Dailies/ Magazines

Vehicles All Bangalore Chennai Delhi Hyderabad Kolkata MumbaiEst. Individuals ('000s) 18994 1370 1358 1232 904 1258 1647English Dailies 37.2 43.4 29.5 42.6 38.5 36.9 46.1English Magazines 22.3 30.6 19.9 26.2 21.3 23.9 25.3English Publication 40.2 46.9 33.1 46.9 41.3 40.6 47.4Hindi Dailies 20.8 1.1 - 58.9 7.5 11.6 20.2Hindi Magazines 11.9 - - 29 - 7.7 11.1Hindi Publication 25.5 1.1 - 66.4 7.5 15 26.1

Source: IRS 2005 R2 TG: All, SEC ABC, 25+, Int

Publication mix selection Top publication selection rationale

Basis readership in the Target audience Circulation figures where readership data is not available Qualitative inputs

Plan building Selection of the best option

Twin parameters of Reach and Cost-efficiency Formation of Reach/Cost grid (HRLC, LRLC) Calculating CPTs for each publication Selection of relevant publication mix

Plan evaluation and optimization Finalization of buying rates Making plan of the selected publications Evaluation of the selected plan on the basis of

Effective reach/frequency levels GOTS and AOTS

Optimize the plan based on our reach & frequency objective

Plan implementation Negotiations for premium position/page Booking of space Release order

End of IRS session