Download - Indian Readership Survey (IRS) 20th Oct 2010
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Indian Readership Survey (IRS)
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Contents
About the surveyMedia consumption
Use of IRS in print planning
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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
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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
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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
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Questionnaire administration
Housewife
Two sections
12 yr+ individual
Household membersDemographicsDurable ownershipFMCG usageLifestyle indicators
DemographicsMedia consumptionPersonal productsFMCG usage
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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)
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IRS definitions
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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
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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
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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)
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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
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Media consumption
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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
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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
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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
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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
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Cinema Frequency of Cinema going
Last visit to Cinema
Preferred language of movies
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Print planning process
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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
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Selection of relevant survey
IRS rounds of surveys Latest being IRS 2005 R2
Reporting levels of surveys Household Individual Financial
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Selection of survey
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Market prioritization Reporting units
Metros, Mini Metros, towns and states
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Market selection
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Target audience selection
Filtration process for reporting variables Categories of reporting variables
Demographic Lifestyle Indicators Media Publications Products Telecom
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Filter
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Filtering the target group
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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
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Publication mix selection Top publication selection rationale
Basis readership in the Target audience Circulation figures where readership data is not available Qualitative inputs
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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
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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
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Plan implementation Negotiations for premium position/page Booking of space Release order
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End of IRS session