The Hindu Business Line : NRSC widens sample size

According to a press release, the NRSC has engaged AC Nielsen ORG-MARG to undertake the study, which will survey 2.59 lakh people as against two lakh last year. The number drawn from the urban areas has gone up 22 per cent and from the rural areas, 47 per cent.

An enlarged technical committee headed by Mr Sam Balsara, Chief Executive of Madison, as Chairman and Mr Ashutosh Srivastava, Managing Director, Mindshare, as Deputy Chairman has been formed. The other members are drawn from media-buying agencies, newspapers and advertisers. There is also an increase of 122 per cent in the number of locations. As against 3,137 locations in NRS 2003, 6,459 are being surveyed in NRS 2004. The number of villages covered is more than double that in NRS 2003. All districts and towns with population of above one lakh will be covered in the 2004 study.

The survey will cover all those above 12 years of age across all States (except Jammu & Kashmir, Andaman & Nicobar and Lakshadweep islands).

The scope of the survey is to gauge readership estimates by editions, readership of supplements in 35 major cities and towns, section-wise readership, and incidence of Internet usage from mobile and SMS usage.

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