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Indian Print Industry and Print Audience Measurement ; Readership Surveys by Ravi Dixit Indian Print Industry: Readership Surveys The National Readership Survey is the first readership study, initiated and commissioned by National Readership Studies Council (NRSC) jointly formed by the Advertising Agencies Association of India, The Indian Newspapers Society, and the Audit Bureau of Circulation. The primary objective of National Readership Survey is to provide data that can be used as a basis for buying and selling of advertising space in the press medium. Additionally, NRS also provides media users with data on comparative exposure levels to other major mass media viz. television, cinema, and radio. This was the first set of media data that was consistantly produced in India. Every 5 years from 1990 onwards so there were two NRS surveys viz. in 1990 and 1995. Post which it became once in two years as there was a new entrant Indian Readership Survey IRS in 1995. As IRS started reporting on rural India as well so NRS too went rural in 1999. From there on NRS was released every year till 2003 where it skipped a year and came out in 2005 and the last NRS came out in 2006. Post which it has stopped and the second entrant IRS is having a solo run in the readership domain. However as per the latest news going around NRS is planning to make a come back soon and print media will have to grapple with two readership surveys again. A few thoughts from the industy leaders when NRS 1999 came out; Sam Balsara CMD of Madison said to A & M "To my mind NRS '99 is a step change over NRS'97, even though it is more expensive than IRS. This however is due to fact that IRS is able to defray the cost by collecting a lot of other data which can be sold. But I understand that the latter is not the ideal way of doing a readership study since this makes the questionnaire unduly long" Growth
of various Socio
Economic Classification in India: The structure of the Indian market in terms of SEC has not seen a drastic change except that there has been a favorable shift of numbers upwards, from the lowest class. This change is very visible in the year 2001, wherein there has been a dip in the SEC E1/E2 class and a simultaneous increase in the upper classes. In 2003, 1.7 million households or 6.3 million adults (3.1%) comprised the topmost segment of A1+. SEC B comprised of 17.7% or 10 million households or 37.7 million adults in 2003 (a growth of 6.6% from 1990). 29.5% of the population in 2003 comprises of A and B segment whereas a major 71% comprise the C D & E segment. In 1990, 74.4% of the population was from segment C D & E and 25.6% from SEC A and B.
Monthly Household Income in India over the years In 1990, 47% of all urban homes had < Rs. 1000/- MHI whereas in 2005 that number has dropped down to almost 3%. The increase in the monthly household income has been extremely noticeable in the income bracket of 4001+ being 6% in 1990 to 25% in 1997 to 56% in 2005. Urban homes are prospering with a distinct increase in income levels over the last couple of years. The dispersion too has changed. Urban homes earning Rs. 10,001+ income have grown by nearly 162% from 1997 to 2003. In 2005 household with MHI of 10,000 + had gone up to 15% of all Urban Homes in India. All this does indicate that India is shining and the growth story continues. Broad Information Areas of Readership Surveys in India :- NRS and IRS A. At Household
level B. At Individual
level C. Household profile: Income, SEC, Education of Housewife, Occupation of CWE, Presence of age group, and all other demographic variables. D. Individual
profile: Education, Occupation, Working Status, and Age-group etc
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