Introduction advertising unit Structure

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6.5.1 Objectives : 
 
The objective of NRSs is to provide advertisers, ad agencies, 
publishers and others with estimates readership of major 
publications and to make broader comparisons exposures to press, 
cinema, radio and television. 
The objectives of NRS can be broadly divided into two : 
 
1. Primary Purpose :
The primary purpose is to provide 
information that can be used as the basis for buying and selling 
advertising space in the press medium. 
2. Secondary Purpose :
The secondary purpose of the NRS is to 
provide the media users with data on comparative exposure levels 
to other major mass media namely, television, video, cinema and 
radio. 
 
6.5.2 Information Areas Covered by NRS : 
 
The NRS provided information on the following areas : 
1. Readership estimates for various selected publications. 
2. Listenership of radio. 
3. Viewership of television, video and cinema. 
4. Inter-media duplication (i.e. those persons who are exposed to 
more than one media), and
5. Duplication between publication (duplication means those 
readers who read more than one publication magazine or 
newspaper). 
The survey is conducted only on urban readers across the 
country. The country is primarily divided into four zones i.e. North, 
South, East and West. For instance, the survey in West Zone 
covered towns in Gujarat, Madhya Pradesh, Maharashtra and Goa. 
The NRS-IV has covered Urban India excluding all off-shore 
territories (such as Andaman & Nicobar Islands), Punjab, Jammu & 
Kashmir, and Himachal Pradesh. Punjab and Jammu & Kashmir 
were excluded because of the uncertain law and order situation. 
Himachal Pradesh could not be included since the sample size 
after the exclusion of Jammu & Kashmir was too small to provide 
representative estimates of readership habits and media exposure. 

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The selection procedure of respondents for the survey was 
made using a two-step procedure, which are: 
(a) A sample of voters was first drawn from the electoral rolls in 
group of a pre-determined size. 
(b) The addresses where the selected voters were residing were 
located. Within each such contacted household, adults‟ age 15+ 
years constituted the frame for randomly selecting an individual for 
the readership interview.