MRUC India suspends IRS Fieldwork until situation normalises

Industry research body Media Research Users Council India (MRUC India) has announced the suspension of Indian Readership Survey (IRS) for 2020 sources have confirmed to Adgully. The council has informed its subscribers payments for 2020 will be refunded i.e until the month of October-November. The survey for IRS 2021 must begin in November 2020 however the process is suspended until situation normalizes.

Covid-19 has made it impossible to conduct fieldwork, as surveyors are not available in strength and respondents are unwilling to allow surveyors into their premises. Lockdown restrictions have made it difficult for surveyors to reach remote parts of the country.