MRUC inches ahead on stalled Indian Readership Survey

The Media Research Users Council India (MRUC) moved a step ahead on Tuesday on the stalled Indian Readership Survey (IRS) by instructing its technical committee to evaluate the questionnaire for the survey and shortlist an agency. 

However, the absence of a deadline has raised eyebrows in the media and advertising industry, casting doubt on the timeline for the next IRS survey, which has been stalled for six years.

Padma Bhushan Hormusji N. Cama, former chairman of the MRUC, who is the Chairman and Managing Director of Mumbai Samachar, said, “The MRUC has decided to go forward with the IRS. The technical committee has been asked to evaluate questions for research. The committee has also been mandated to shortlist the agency to conduct the survey. However, no timeframe has been set for completion of the above task.”

e4m had earlier reported that media owners had agreed to apply the same cost-sharing formula for the upcoming IRS as was used in the 2019 survey. The cost share in 2019 was decided on the basis of the print circulation. 

Cost Considerations

The cost of the upcoming survey is anticipated to exceed the Rs 20 crore spent in 2019, with the final figure to be determined after the bidding process. This is believed to be a major hurdle for the launch of the survey, especially since the economic headwinds have impacted most stakeholders. 

The MRUC has not yet set a deadline for media owners to submit their contributions. 

“Even if funds are collected, the MRUCI will require at least six to finalise the survey agency. This means that the IRS is unlikely to happen until the end of the year,” a council member noted.