Introduction advertising unit Structure

6.6 MEDIA SURVEY 
Media survey refers to the research survey conducted on 
various facets of media such as press circulation and readership 
exposure levels to television, video, cinema and radio. Media 
survey provides useful information about readership for various 
publications, viewership of television, video and cinema, 
listenership of radio etc. 
There are several organisations which conduct media survey 
on a regular basis for their clients. They conduct marketing 
research according to the requirements of their clients on payment 
basis and supply them useful data. Such services in marketing 
research are known as syndicated research. 
Syndicated research is conducted in the area of movement of 
consumer and products through retail outlets, advertising audit by 
measurements of newspaper readership, survey of TV viewing etc., 
periodic survey of consumers‟ attitude and behaviour research. 
These studies choose a number of samples from the all India 
market and obtain estimates of the consumer response (e.g., 
brands consumed, newspapers/magazines read viewership of 
particular TV programmes etc.) at different point of time on regular 
basis. Such surveys are of great help in estimating the marketing 
potentials. 
6.6.1 Syndicated Research Services :
The following agencies 
offer syndicated research services :
1. National Readership Survey (NRS) : 
Five NRS studies have 
so far been conducted. The first one was conducted by ORG in 
1970, second NRS was jointly done by ORG and Indian Market 
Research Bureau (IMRB) the third and the fourth NRS was 
conducted exclusively by IMRB. The third NRS was conducted 
in 1985. The following NRS conducted in 1990 whereas the fifth 
NRS was completed in 1995. 

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