Enhancement in IRS
The new IRS (Indian Readership Survey) brings significant enhancement and benefits to the study such as:
1. DS CAPI: All interviews for IRS 2013 have been conducted using DS – CAPI (Dual Screen CAPI) methodology. This methodology brings significant reductions to non-sampling errors in the survey.
2. Population Projection: Government of India has released The Census of India 2011, which has been used to create new population projections estimates. This is a significant update, to correctly reflect the changes in population from the previous Census (2001).
3. Additions of North Eastern States: Previously only Assam was reflected in the IRS. We have now included Sikkim, Meghalaya, Manipur, Mizoram, Nagaland and Tripura. This offers new insights into readership, media consumption, and demographics of North East India.
4. FMCG Purchase Cycle: FMCG items are purchased or consumed in different patterns depending on whether they are used by used by the entire household or individuals. We have now ensured that all household items are measured in ‘Purchase on last 3 months’. Similarly all individual items are measured in ‘Consumption in last n months’. Categories for individual consumption are classified into different buckets of consumption cycle.
5. Increased Reporting Units: District level reporting has been initiated in IRS 2013. All 5L+ towns are reported.
6. Media Reach Definition: Each medium is measured for consumption within a specific period. These are as follows :
- Print – Read a newspaper in last one month or read a magazine in last 1 year
- Television – Watched TV in the last 1 month
- Radio – Listened to Radio in the last 1 month
- Cinema – Watched Cinema in the last 6 months
- Internet – Accessed the Internet in the last 12 months
7. Only AIR Number is reported for the Readership of publications.
8. Edition wise reporting: Readership for publications would no longer be reported by editions. This ensures that all publications are reported in similar geographies and hence are comparable.