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Media Research Users’ Council (MRUC) has decided to award the contract for the Indian Readership Survey (IRS) to The Nielsen Company based on the recommendation of the Readership Studies Council of India (RSCI). The formal award of the contract will follow a process of legal due diligence.
According to a press release issued by MRUC, the decision was arrived at after a nine month process which began in November 2011, with the formation of the RSCI by its sponsors, the MRUC (Media Research Users’ Council) and ABC (Audit Bureau of Circulation).
The RSCI was mandated by the industry to oversee the conduct of a unified Indian Readership Study (IRS), one of the largest continuous readership surveys. The process involved the participation of 20 senior representatives of advertisers, agencies and publishers who served on the RSCI Managing Committee, as well some of the sub committees formed to vet every aspect of the submissions.
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