IRS revalidation will not happen by March 31

19 Mar,2014

By A Correspondent

 

In what is a blow to the readership measurement mechanism, it is reliably learnt that the revalidation exercise that the Readership Studies Council of India (RSCI) and the Media Research Users Council (MRUC) were supposed to conduct along with Nielsen India hasn’t really started in right earnest.

 

A meeting of a small taskforce created to look into the concerns on IRS 2013 has been appointed with senior industrypersons as members.  A meeting of this group happened last week, on March 13.

 

Although the MRUC statement on February 19  had categorically stated that IRS 2013 was to be in abeyance till March 31, sources tell MxMIndia that the process will take at least another month and even more given that all stakeholders are busy with the budgeting exercises in their own organisations.

 

Meanwhile, there is some confusion in the market as a few publishers continue to quote the IRS 2013 figures as it suits their business. A few others have got back to the earlier numbers. A media planner who spoke to MxMIndia on anonymity that there is much confusion and vagueness in buying decisions. “The bosses of stakeholder bodies like the INS, AAAI, RSCI and MRUC should realise that short-sightedness is self-defeating.  Had they waited for a month more earlier and revalidated all numbers properly, we would not have got to this.”

 

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