Media Research Users Council India (MRUC India), today, announced the release of the last and final quarter – Q4 of IRS 2019. IRS 2019Q4 is a rolling average of four quarters of IRS 2019 data i.e. Q1+Q2+Q3 and Q4 2019, the fieldwork (Q4) of which covers from December 2019 through March 2020.
The sample size of IRS 2019 is 3.27L households across India out of which urban sample size is 2.14L Households and rural is 1.13L Households. IRS 2019Q4 is the full year report covering four quarters of a continuous and uninterrupted IRS 2019 fieldwork.
Key Highlights from IRS 2019Q4
- Media landscape is rapidly evolving with multi-media adoption seen across consumer strata. Overall Media reach continues to grow even as the consumption of each media remains more or less stable, with internet making a noteworthy exception by leading this growth curve, particularly in rural India.
- According to IRS, better NCCS profile and growth in electrification in India has surged, premium durable ownership in households have increased and so has individual’s online shopping and smartphone ownership across both urban and rural India. Education parameters have improved which have lowered literacy and more graduates exist in the country.
- Radio listenership is growing and TV is showing growth on a big base. Newspaper readership, however, is on a slow decline and is a trend seen across Hindi, English, and Regional Languages.