The Indian Readership Survey (IRS) will be revived after a gap due to COVID-19, Shashidhar Sinha, CEO, Mediabrands India, said in a press statement issued after MRUCI's Board meeting on Tuesday.
“Print players, advertising agencies and advertisers have agreed to revive the IRS after a hiatus of four years and the technical committee of MRUCI will soon float Requests for Proposal (RFP) to identify the agency best suited for this entire process,” Sinha told BestMediaInfo.com.
The absence of the IRS since 2019 has caused significant challenges in determining the reach and effectiveness of newspapers in India.
Earlier, some print publishers told BestMediaInfo.com that with no updated readership data available, publishers are unable to present updated numbers and are mostly relying on the Audit Bureau of Circulations (ABC) data, which lacks the comprehensive insights provided by the IRS.
Moreover, media planners and advertisers expressed their concerns about the credibility of the medium without a readership currency and the potential disadvantage it poses in negotiations.