Unit-IV Media Measurement Tools

Media Measurement Tools – IRS, BARC, RAM and WAM
IRS- Indian Readership Survey

The Indian Readership Survey (IRS) is the largest continuous readership research study in the world
with an annual sample size exceeding 2.56 lakh (256,000) respondents. IRS collects a
comprehensive range of demographic information and provides extensive coverage of consumer
and product categories, including cars, household appliances, household durables, household care
and personal care products, food and beverages, finance and holidays.
IRS is not restricted to survey of readership alone but is synonymous with both readership &
consumption across various FMCG (Fast-Moving Consumer Goods) products throughout India. IRS
covers information on over 100 product categories.
IRS is conducted by MRUC (Media Research Users Council) and RSCI (Readership Studies Council of
India).
In the year 1995 – the first year of IRS, the sample size was 1,65,000 households, covering both
urban and rural areas. Today, the sample size for IRS 2017 report is 3,30,000 households (urban
2.14 and rural 1.16). The Report covers over 600 publications, 71 product categories (at
penetration and brand level), covering 28 states and 4 union territories, 95 cities with 5 Lakh+
population, 91 districts and 101 district clusters.
IRS has grown to become a global benchmark in Media Research. It is the only accepted currency
for print readership and planning. The acceptance of IRS, however, goes beyond readership. The
study enables cross media comparison and provides wealth of information on not just media
consumption habits but also perception of brands and categories across markets. Additionally, IRS
also captures information on Telecom and DTH.
IRS is unique, thanks to its large sample size and a comprehensive methodology, which is designed
to deliver the highest levels of accuracy.
Methodology
IRS covers nearly 70 cities, 1178 towns and 2894 villages with the coverage being reviewed before
the start of every round. The universe for IRS has been defined as the total resident urban and rural
population of India aged 12 years and over.
The survey excludes the off-shore territories such as Lakshadweep and Andaman and Nicobar
Islands. North Eastern states (excluding Assam) and Jammu and Kashmir (excluding Srinagar) are
also excluded from the survey.
 Sample Size: 3.30 Lakh (IRS 2017)

 Sample Size: 3.60 Lakh (IRS 2018)
Sampling
 The annual sample spread exceeds 2.56 lakh (256,000) respondents with continuous
fieldwork spread across 10 months of the year
 Sample allocated proportionate to 12 years+ Universe of a geographic unit
 More than 1 Lakh towns are sampled
 All publication towns and districts are sampled in the four rounds
 Remaining towns and non-publication districts are randomly sampled
 Rural Sampling: Once a district is selected, 2 Talukas from the district are randomly sampled
Household and individual collection
 The first Household in a cluster is randomly selected based on the electoral rolls
 Remaining Households selected using Right Hand Rule
 Individual selection made using Kish grid
 Kish grid designed to maintain age X gender proportion in the sample.
Significance
IRS is the single source survey for media and product ownership/usage. The prime objective of the
study is to collect readership information from a cross-section of individuals, in great detail, so as to
present a true and unbiased picture of their readership habits. On the media front, it also captures
information on television and cinema viewing habits, radio listening habits and Internet usage. In
addition to this, IRS captures information on various FMCG (Fast Moving Consumer Goods)
products, usage and consumption and durable ownership amongst households. Since media and
product ownership/ consumption information is captured from the same household, it enables
linkages between the media and product data. IRS equips you with information that is truly
reflective of the Indian population for making informed decisions.[6]

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Media Measurement Tools – IRS, BARC, RAM and WAM

IRS- Indian Readership Survey

 Sample Size: 3.30 Lakh (IRS 2017)

Household and individual collection

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