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Tag: NRSC

  • NRSC forms new technical body; schemes NRS 2004

    NRSC forms new technical body; schemes NRS 2004

    MUMBAI: A meeting of the National Readership Studies Council (NRSC) held on 24 September in Mumbai has elected The Times of India Group president Pradeep Guha as the chairman. Guha succeeds Krishan Premnarayen of the Mumbai-based Prem Associates Advertising and Marketing.

     
    NRS council also commissioned the NRS 2004 by appointing a single research agency namely, AC Nielsen ORG-MARG Pvt. Ltd. to undertake this study, informs an official release.
     
     
    The specialities of NRS 2004 include an increase in sample size by 30 per cent and an increase of over 120 per cent in the number of locations. All adults over 12 years of age across all states in India (Except J & K, Andaman & Nicobar and Lakshadweep islands) will be included in the coverage. Other highlights of the survey include:

    All districts to be covered.
    All Towns above 1 lakh population to be covered.
    Coverage of Number of villages covered more than doubled for higher spread of the sample as compared to NRS 2003.
    Readership Estimates by editions.
    Readership of supplements in 35 metros.
    Section-wise readership.
    Psychographic profiling parameters.
    100 per cent dedicated Team of the Research Agency to supervise the entire project.
    Quality checks by reputed External Audit firm.
    Incidence of Internet usage from Mobile & SMS usage.

    An enlarged technical committee has been constituted, headed by Madison CEO Sam Balsara CEO MADISON, as its chairman. Group M managing director Ashutosh Srivastava will be the deputy chairman. The members of the technical committee include Media agencies: Arpita Menon (Lodestar), Jasmin Sorabji (Mediacom), Karthik Sharma (Madison) and V Balasubramaniam (Group M). Publications: Ashish Bagga (Living Media Group), Conrad Saldanah (Times of India), Vargese Chandy (Malyala Manorama), Girish Aggarwal (Dainik Bhaskar), Vikas Joshi (Dainik Jagran), Mitrajit Bhattacharya (Chitralekha) and Suresh Balakrishanan (Hindustan Times), Rajmohan (Hathway Investments), Girish Agarwal (Dainik Bhaskar), Mitrajit Bhattacharya (Chitralekha) and Vikas Joshi (Dainik Jagran). Advertisers: Rajesh Kumar (Tata Motors), Soumitra Sengupta (Cadbury’s), Shyam Motwani (Godrej Appliances), Manoj Vidhwans (Star India) and V Chandramouli (Onida). Well-known Research professional Dr Sridhar has been appointed as advisor.

    The additional steps taken by the NRSC council to ensure the robustness of the findings include appointing of only one research agency to ensure accountability, appointment of a full time and qualified research professional at ABC, solely dedicated to NRSC, appointment of a reputed external auditing firm. NRSC has also appointed a renowned research professional Dr. Sridhar as advisor.

    The project has already been initiated and is in the process of being rolled out. The findings are expected to be released in March 2005, the release added.

  • Urbanites spend less time in front of telly – NRS 2002

    Urbanites spend less time in front of telly – NRS 2002

    The good news first. The National Readership Survey 2002 (NRS) for the year just out, spells cheer for those with an eye on the couch potatoes – access to C&S homes has jumped from 29 million homes in 1999 to 40 million homes in 2002 – a sprightly 31 per cent growth, more than twice the growth of the TV market.

    Ironically, and sadly for those with their finger on the pulse of the TV watching populace, there has been a decline in time spent in front of the telly by urban audiences. Despite growing programme options, average viewing time has come down from 85 minutes in 1999 to 82 minutes per day in 2002. TAM, which supports NRS studies from this year, (along with IMRB and TNS Mode) confirm the suspicion – TAM data points to viewership time of two hours and 20 minutes in 1999 having slipped to two hours and ten minutes in 2002.

    According to the National Readership Studies Council (NRSC), the health of the television industry otherwise shows brisk growth – homes with colour TV have increased from 19.4 m in 1999 to 27.8 m in 2002, while C&S subscription has now penetrated 50 per cent of all TV homes. TV of course continues to command a 72 per cent share of the average 13 hours spent on traditional media among urban audiences. The data, culled from a sample size of 213,000 respondents, across the country shows that Tamil Nadu, Karnataka, Andhra Pradesh and Gujarat dominate markets with a high reach of TV (over 42 per cent) and also high penetration of C&S (49 per cent of all TV homes).

    More statistics for those with a yen for figures – 
    Of the 192 million (urban and rural) households with access to television, 42 per cent homes boast of at least one TV set. While urban TV penetration is high at 76 per cent of the population (42 million homes), in rural areas it is at 29 per cent of the population, but still a whopping 39 million homes.

    Total TV viewership this year has been placed at 383 million, with C&S accounting for 139 million. Both Maharashtra and Punjab rank high in TV reach , but low in C&S penetration. The highest rate of growth in reach (16 Per cent) has however been noted in Punjab as well as in the north eastern states.

    An interesting observation of the NRS 2002 is that the growing C&S reach is taking a toll on magazine readership in the country.

    However, the urban reader still spends about 16 per cent of this total media time, ie 18 minutes per day reading a daily or a magazine. Internet reach now exceeds six million, but offices are no longer the main place of access. 43 per cent users use a cyber caf, while over 20 per cent surf from home, the survey says.

    Radio currently reaches 28 per cent of the adult population, and even notes a slight decline in listenership. The share of FM has however increased in a stagnant urban market – 31 per cent or 15 million now tune on to any FM station – an increase of six per cent since 2001.