THE JOURNEY

Nielsen is Fieldwork Fieldwork Regular

awarded commenced wrapped up Quarterly
conduct of in Jul 13 in Dec 13 cycle is
the IRS resumed

Q113 Q213 Q313 Q413 Q114

Execution of Data
Pilot Processing
& IRS 2013
launch
EXPERIENCES
ITS NEW AND BETTER

100% DS-CAPI ! More India in the new IRS

Dual-Screen CAPI Interviews for all interviews The IRS now includes the North-East, Daman & Diu,
Dadra & Nagar Haveli

Significantly reduces non-sampling errors

Provides a more accurate picture of India
Eliminates order bias
Tap into new communities
Ensures accuracy
Understand demographics for a larger India
Reduces fatigue for respondent & interviewer
Addresses social and cultural issues
Has a positive environment impact
 ITS NEW AND BETTER

More Reporting Breaks Media Metrics that are more inclusive

District-level & Five Lakh+ Redefined media usage definitions

92 Individual & 99 Clustered Districts
95 Five Lakh+ Cities
94 SCRs (Socio Cultural Regions)
A sampling design that offers granularity
Design more localized plans and activations
Calculate ROI for newer geographies
AIR The only reported readership currency
Smaller publications reported as Others
Media definitions are more recent and more
actionable
Television Last 1 month
Radio Last 1 month

Individual District Five

94 SCRs
Districts Clusters Lakh+
BUT WATCH OUT!

Edition level reporting

Readership for specific editions would no longer be available
Eliminates need to aggregate editions to achieve minimum reporting levels
New geographical units (District Clusters) offer better granularity in analyses

Do not compare AIR with previous rounds

The survey design has significantly changed from previous rounds - Data Collection, Sampling
Design, Reporting Breaks

Refer Relative Error norms at IRS reporting variables

IRS is a sample survey, designed on sampling techniques
Every reporting break has a margin of error in estimates

Unauthorized Usage of IRS Data

Legal action for use of data (even internally) which has not been subscribed for
THE INDIAN CONSUMER
 THE MIDDLE BURGEONS, THE TOP CONSOLIDATES

National Consumer Classification System

Base (000s) 265,813

All Households
 INDIA DEMOGRAPHICS
Education*

265 Mn Households
955 Mn 12+ Individuals
Age Distribution*

Population Projected to December 2013 on the basis of Census of India 2011

* Individuals 12+, Base (000s) 954,792
 MEDIA PRODUCTS LEAD THE RURAL CHARGE

Durable Ownership Consumer Products Purchase

All India All India

Base (000s) 265,813

All Households
MEDIA CONSUMPTION
 MEDIA CONSUMPTION

MEDIA

701,911 656,203

281,708 602,620 83,679 50,672 76,403

Base (000s) 954,792
Figures in 000s
 TOP PUBLICATIONS

Publication Language Periodicity Readership*

Dainik Jagran Hindi Daily 15,526
Hindustan Hindi Daily 14,245
Dainik Bhaskar Hindi Daily 12,855
Malayala Manorama Malayalam Daily 8,565
Daily Thanthi Tamil Daily 8,156
Rajasthan Patrika Hindi Daily 7,665
The Times Of India English Daily 7,253
Amar Ujala Hindi Daily 7,071
Mathrubhumi Malayalam Daily 6,136
Lokmat Marathi Daily 5,601

Base (000s) 954,792

* AIR, Figures in 000s
 TOP DAILIES

Publication Language Periodicity Readership*

Dainik Jagran Hindi Daily 15,526
Hindustan Hindi Daily 14,245
Dainik Bhaskar Hindi Daily 12,855
Malayala Manorama Malayalam Daily 8,565
Daily Thanthi Tamil Daily 8,156
Rajasthan Patrika Hindi Daily 7,665
The Times Of India English Daily 7,253
Amar Ujala Hindi Daily 7,071
Mathrubhumi Malayalam Daily 6,136
Lokmat Marathi Daily 5,601

Base (000s) 954,792

* AIR, Figures in 000s
 TOP HINDI DAILIES

Publication Language Periodicity Readership*

Dainik Jagran Hindi Daily 15,526
Hindustan Hindi Daily 14,245
Dainik Bhaskar Hindi Daily 12,855
Rajasthan Patrika Hindi Daily 7,665
Amar Ujala Hindi Daily 7,071
Patrika Hindi Daily 4,628
Hari Bhoomi Hindi Daily 2,757
Prabhat Khabar Hindi Daily 2,718
Navbharat Times Hindi Daily 2,291
Punjab Kesari Hindi Daily 2,480

Base (000s) 954,792

* AIR, Figures in 000s
 TOP ENGLISH DAILIES

Publication Language Periodicity Readership*

The Times Of India English Daily 7,253
Hindustan Times English Daily 4,335
The Hindu English Daily 1,473
Mumbai Mirror English Daily 1,084
The Telegraph English Daily 937
The Economic Times English Daily 722
Mid Day English Daily 500
Deccan Herald English Daily 458
The Tribune English Daily 453
Deccan Chronicle English Daily 337

Base (000s) 954,792

* AIR, Figures in 000s
 TOP LANGUAGE DAILIES

Publication Language Periodicity Readership*

Malayala Manorama Malayalam Daily 8,565
Daily Thanthi Tamil Daily 8,156
Mathrubhumi Malayalam Daily 6,136
Lokmat Marathi Daily 5,601
Ananda Bazar Patrika Bengali Daily 5,515
Eenadu Telugu Daily 5,380
Gujarat Samachar Gujarati Daily 4,339
Divya Bhaskar Gujarati Daily 3,770
Sandesh Gujarati Daily 3,724
Daily Sakal Marathi Daily 3,707

Base (000s) 954,792

* AIR, Figures in 000s
 TOP MAGAZINES

Publication Language Periodicity Readership*

Vanitha Malayalam Fortnightly 2,762
India Today English Weekly 1,531
Pratiyogita Darpan Hindi Monthly 1,492
Saras Salil Hindi Fortnightly 1,160
India Today Hindi Weekly 1,151
SamanyaGyan Darpan Hindi Monthly 1,132
Manorama Thozil Veedhi Malayalam Weekly 1,012
Grih Shobha Hindi Fortnightly 979
Mathrubhumi Arogya Masika Malayalam Monthly 928
Mathrubhumi Thozhilvartha Malayalam Weekly 874

Base (000s) 954,792

* AIR, Figures in 000s
 TOP HINDI MAGAZINES

Publication Language Periodicity Readership*

Pratiyogita Darpan Hindi Monthly 1,492
Saras Salil Hindi Fortnightly 1,160
India Today Hindi Weekly 1,151
SamanyaGyan Darpan Hindi Monthly 1,132
Grih Shobha Hindi Fortnightly 979
Jagran Josh Plus Hindi Weekly 781
Cricket Samrat Hindi Monthly 652
Meri Saheli Hindi Monthly 589
Grehlakshmi Hindi Monthly 521
Sarita Hindi Fortnightly 476

Base (000s) 954,792

* AIR, Figures in 000s
 TOP ENGLISH MAGAZINES

Publication Language Periodicity Readership*

India Today English Weekly 1,531
Pratiyogita Darpan English Monthly 583
The Sportstar English Weekly 543
General Knowledge Today English Monthly 540
Outlook English Weekly 452
Competition Success Review English Monthly 444
Readers Digest English Monthly 362
Filmfare English Fortnightly 276
Diamond Cricket Today English Monthly 271
Business Today English Fortnightly 264

Base (000s) 954,792

* AIR, Figures in 000s
 TOP LANGUAGE MAGAZINES

Publication Language Periodicity Readership*

Vanitha Malayalam Fortnightly 2,762
Manorama Thozil Veedhi Malayalam Weekly 1,012
Mathrubhumi Arogya Masika Malayalam Monthly 928
Mathrubhumi Thozhilvartha Malayalam Weekly 874
Grihalakshmi Malayalam Monthly 826
Kumudam Tamil Weekly 769
Malayala Manorama Malayalam Weekly 661
Kungumam Tamil Weekly 658
Balarama Malayalam Weekly 621
Karmasangsthaan Bengali Weekly 614

Base (000s) 954,792

* AIR, Figures in 000s
 TOP 5 PUBLICATIONS
MAHARASHTRA

Publication Language Periodicity Readership*

Lokmat Marathi Daily 5,494
Daily Sakal Marathi Daily 3,702
The Times Of India English Daily 2,672
Punya Nagari Marathi Daily 2,249
Pudhari Marathi Daily 2,061

Base (000s) 92,884

* AIR, Figures in 000s
 TOP 5 PUBLICATIONS
GUJARAT

Publication Language Periodicity Readership*

Divya Bhaskar Gujarati Daily 3,753
Sandesh Gujarati Daily 3,724
Gujarat Samachar Gujarati Daily 3,689
Kutch Mitra Gujarati Daily 158
Gujarat Mitra & Darpan Gujarati Daily 155

Base (000s) 50,200

* AIR, Figures in 000s
 TOP 5 PUBLICATIONS
MADHYA PRADESH

Publication Language Periodicity Readership*

Patrika Hindi Daily 4,326
Dainik Bhaskar Hindi Daily 3,994
Nai Dunia Hindi Daily 717
Raj Express Hindi Daily 337
Navdunia Hindi Daily 316

Base (000s) 57,079

* AIR, Figures in 000s
 TOP 5 PUBLICATIONS
GOA

Publication Language Periodicity Readership*

O Herald O English Daily 131
Lokmat Marathi Daily 106
Tarun Bharat Marathi Daily 94
Gomantak Marathi Daily 91
The Times Of India English Daily 70

Base (000s) 1,260

* AIR, Figures in 000s
THANK YOU