IRS 2019 Q2: While TR remains steady, AIR sees decline

MRUC (Media Research Users Council) today announces the release of IRS 2019Q2 data. The 2019Q2 data is a rolling average of the last 2 quarters of IRS 2017 (Q3+Q4) and the first two quarters of IRS 2019 (Q1+Q2). IRS 2019Q2 fieldwork covers April 2019 through July 2019. The reporting sample size for this data is 3.36 Lakh Households.

Reach of print, television, radio and cinema vis-à-vis the previous IRS quarter, largely remains unchanged. Internet as a notable exception continues to grow. Consumption of news on digital platforms is on the rise. And whilst Total Readership (TR) of publications remains steady, Average Issue Readership (AIR) has seen a marginal decline.

Commenting on the release of IRS 2019Q2 data, Ashish Bhasin, CEO – Greater South and Chairman & CEO – India, Dentsu Aegis Network and Chairman, MRUC, said, “Firstly I must thank the MRUC Board and the IRS TechCom for their steadfast dedication in providing the industry with a timely and robust study. The findings of IRS 2019Q2 gives us a clear picture of the reality we all know - that digital is on a roll and continues to grow at a faster pace. Print readership remains healthy and I firmly believe the future lies in the power of two and not just one.” 

“I am very pleased to see IRS release every quarter. Not only is the IRS back on track, but has emerged much stronger and is being universally accepted as the currency for readership in India”, stated Mr Bhasin. 

Vikram Sakhuja, Group CEO Madison Media & OOH, Madison World and IRS Technical Committee Chairman, added, "We are very pleased with the quality of data that is being released this quarter. India is consuming more media than ever before. Internet is now fast catching up with Print and these two along with TV are the dominant mediums that can be used to reach consumers.”