Campaign India Team
Aug 21, 2014

Process auditor clears IRS 2013; MRUC, RSCI, INS, ABC chairs clear use of data

Segment of leading daily publishers had ‘condemned’ findings; AIM had asked MRUC to withdraw it

Process auditor clears IRS 2013; MRUC, RSCI, INS, ABC chairs clear use of data
The Media Research Users Council (MRUC) has announced that the findings of the Indian Readership Survey 2013, which have been held ‘in abeyance’ pending revalidation triggered by questioning of its validity by several publishers, has been cleared for use.
 
An MRUC statement issued on 20 August 2013 said the process audit was handled by Praveen Tripathi (Magic 9 Media). A re-validation sub-committee had cleared the methodology prior to the process audit and also appointed the auditor.
 
The MRUC statement said that the chairpersons of MRUC, RSCI, ABC and INS had decided to lift the ‘voluntary’ abeyance on the IRS 2013 findings with immediate effect, after review of the findings.
 
The MRUC chairman is Ravi Rao of Mindshare, while RSCI is chaired by former Lintas Media head Lynn de Souza. Hormusji Cama of Bombay Samachar is the chairman of INS (advertising committee), while the ABC is chaired by Ravindra Pisharody of Tata Motors.
 
The IRS 2013 findings were originally released on 28 January. The research was handled by Nielsen.
 
 
Recap the series of developments on IRS 2013 below:
 
 
 
 
 
 
 
 
 
 
 
Source:
Campaign India

Related Articles

Just Published

3 hours ago

MAAC conducts webinar on AVGC-XR careers

Scanline VFX’s Jay Mehta provides insights into storytelling and VFX careers to over 5,000 students across India.

8 hours ago

Not every brand or company needs to build AI to ...

Amidst the AI gold rush, Google's Southeast Asia VP offers CMOs practical wisdom: Demonstrate value from existing tools before seeking new budgets, invest in prompt engineering expertise, and remember that while technology evolves rapidly, authenticity remains the currency that no algorithm can mint.

8 hours ago

Strategic advertising trumps conventional ads ...

Despite over 100 brands spending on advertising during IPL 2024, only a few managed to achieve a strong consumer recall, finds the latest study by Crisp Insight and Kadence International.

9 hours ago

Campaign roundup: Week of 17 March

The latest ad films and campaigns from brands like Avanse Financial Services (AFS), Boldfit, Vivo, Kenstar, Unilever, Himalaya Wellness, and more, in our weekly roundup.