.jpg)
After five years of delays and disruptions — first due to the COVID-19 pandemic and later over disputes around methodology and funding — post-pandemic societal changes now appear to be the biggest roadblock for the Indian Readership Survey (IRS).
Breaking from tradition, the long-awaited IRS may first undergo a pilot test to assess whether a physical reader survey remains feasible in today’s conditions, particularly in metro cities, before the full rollout. The Media Research Users Council of India (MRUCI) technical committee is yet to decide the pilot test’s scope, sample size, and locations.
According to multiple industry sources, key members of the Council are increasingly skeptical of the traditional door-to-door model. Some argue that housing societies have become far more restrictive post-COVID, making surveyor access difficult.
“Some media houses believe that housing societies have become significantly more restrictive in the postpandemic era, making it difficult for surveyors to gain access. This shift in residential protocols poses a major challenge to conducting large-scale, door-to-door surveys, particularly in urban areas,” says MV Shreyams Kumar, President of Indian Newspapers Society (INS).
Notably, the last survey was conducted in 2019 and the MRUC had already decided to follow the same methodology this time as well.
Another member told e4m, "Families value privacy now. In cities like Mumbai and Delhi, both men and women are out from morning till late night, and even if you manage to reach them, they may not be willing to spare 45 minutes for a survey. The methodology that worked until 2019 is unlikely to work now.”
The fear is that this severely compromises the ability to conduct a representative and reliable urban survey. And if urban data is patchy or inconsistent, it weakens the credibility of the entire IRS output, members say.
“The issue has sparked deep concern within the MRUC, with several members suggesting that the costs and complexity of resuming the IRS may no longer be justifiable, especially when the utility of the survey is under debate in an increasingly digital-led planning environment. Hence, a pilot test is being discussed,” insiders told e4m.
Ironically, the booming e-commerce and quick-commerce sectors — whose delivery staff navigate these very gates daily — suggest the hurdle may be more perceived than real.
Moreover, several newspapers have seen steep circulation losses in recent years amid rising digital consumption. The impact has been so severe that a leading English daily’s Mumbai circulation has plunged from 5.5 lakh copies in 2020 to barely 1.5 lakh now. This, industry observers say, is why many media houses are avoiding the survey and creating roadblocks — to sidestep embarrassing outcomes that could dent advertising revenue.
Nevertheless, chances are that the full-fledged IRS — regarded as the print industry’s currency and typically taking six to eight months to complete — may be delayed far beyond expectations. Whether it goes ahead at all will depend entirely on the pilot’s outcome.
The estimated cost for the upcoming survey is expected to exceed the ?20 crore spent in 2019, which has been another key roadblock to its launch—especially amid ongoing economic pressures.
“Considering the giants in the industry whose revenue is in thousand crores, this is a small amount. Clearly, they want to hide a drop in their circulation figures hence making excuses,” claimed an official.
Several attempts to get in touch with Shailesh Gupta, chairman of MRUCI, remained futile.
A Data Void or a Reinvention?
The IRS was once considered the world’s largest annual readership survey, with a sample size exceeding 2.56 lakh respondents. Its prolonged delay now raises some pertinent questions: Will print have to rely solely on ABC audits, internal publisher data, and ad sales narratives? Can any new hybrid or tech-enabled model bridge the trust gap?
While MRUCI has not made any formal statement, insiders say a quiet consensus is emerging that the IRS, in its current form, may not return. Some members are exploring alternate methodologies — such as phone-assisted surveys or app-based metering for digital — but none have yet been validated or scaled.
Whether the IRS gets a second wind or is replaced by something leaner and tech-driven remains to be seen.
Crucial for Advertisers
Readership data is vital for advertisers, guiding their decisions on which print publications to target. The IRS offers insights into India’s print and media consumption patterns, demographics, product ownership, and usage — covering more than 100 product categories across surveyed households.
In a media landscape increasingly dominated by digital platforms, print publishers are under mounting pressures to adapt. Many newspapers have reduced circulation by 15-20% and shuttered loss making editions in a bid to improve profitability, insiders say.
Although print ad revenue has seen a recent uptick, it is largely driven by falling ad rates rather than any substantial increase in brand marketing spends. Today, print media — despite its enduring relevance — commands only 20% of India’s advertising spend, compared with 44% for digital platforms and 32% for television.
.jpg)
.jpg)
.jpg)
