Readership study gets power of one

MRUC + NRSC = RSIC.
That’s simple mathematics all media buyers wanted to hear for years now. It’s finally coming true.

After serious contemplation, a new media readership survey has been coined, merging the two present ones — India Readership Survey (IRS) and National Readership Study (NRS).

Though, the official word on it is expected soon, DNA has learnt that the two councils — Media Research Users Council (MRUC) and the National Readership Studies Council (NRSC) will be converted into one, namely Readership Study of India Council
(RSIC).

When quizzed about the merger, Homusji N Cama, president, INS said, “As president of the INS, I am overseeing a proposal to come out with a single readership survey, which will be hopefully far more robust than the earlier ones.

Both the MRUC and NRSC are moving forward towards the same very positively, but only time will tell whether the industry will succeed in having a single readership survey which will be accepted by all players.”

RSIC will be a completely new outfit with no legacy of either NRSC or MRUC and would have equal members from both councils.

The IRS was set up by the MRUC in 1995 and the NRS is released by the NRSC, constituted by Advertising Agencies Association of India, Indian Society of Advertisers and the Indian Newspaper Society.

As is the trend in other countries, experts here too have been suggesting clubbing the resources of both councils and producing one reliable media study instead of multiple ones. Media planners seemed elated about the development.

“There is no denying that the existence of two readership surveys has been fraught with controversies, mudslinging, innuendos, and the like.  Merging the two and developing a single national readership survey will be a truly good idea and I believe that it will be of immense benefit to all the stakeholders concerned,” said Sandeep Lakhina, COO -
South Asia, Starcom Worldwide.

“Apart from avoiding what was seen as duplication and hence the additional costs involved, a consolidated survey will become the de facto currency for the print industry — something that we all know is quite needed. Also, pooling of resources and capabilities of both the bodies will allow the joint body to pick out the best from the respective bodies and ensure a robust, reliable product,” he added.

Mona Jain, head, strategic investment, IME, said. “I’d any day want one media readership currency over multiple currencies. But, the one currency used should be like the gospel’s word, which we can blindly rely upon. The move shall go down well with media planners.”