NEWS29 August 2012

Nielsen wins new Indian Readership Survey contract

Asia Pacific New business

INDIA— The Media Research User’s Council (MRUC) has awarded Nielsen the contract to carry out the new Indian Readership Survey (IRS), which kicks off next year.

The new survey – billed as the world’s largest continuous readership study – is result of the merger of two previously separate surveys, run by the National Readership Studies Council (NRSC) and the MRUC.

Hansa Research, who previously ran MRUC’s survey, put in a joint proposal with Ipsos to run the new IRS alongside a number of other bidders.

Paritosh Joshi, the head of the technical committee at the Readership Studies Council of India, said: “Proposals were received from the most hallowed names in the media measurement universe and the quality of submissions was uniformly high.”

However Joshi said Nielsen’s proposal was “exceptional in its methodological rigour, comprehensiveness and future readiness”.