Introduction advertising unit Structure

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2. 
Businessmen‟s Readership Survey (BRS) :
IMRB has 
initiated a syndicated research about the readership habit of 
professionals engaged in various activities in India. It mainly 
highlights the newspapers read, the place of reading and 
obtains some profile of the readers from about 8,800 
respondents located in twelve large cities in India. 
3. Television Rating Point (TRP) :
IMRB conducts a panel based 
study of about 3000 households in 9 cities about their television 
viewing patterns. It cross-classifies the viewership data on age, 
six, income basis for each television programme watched. 
6.7 SUMMERY 
Media research is concerned with advertising reach, 
frequency and the effectiveness of different media and combination 
of media (media-mix) in reaching target audience. 
Media research is helpful to understand the profile of the 
readers, listeners and viewers, to select the most suitable media 
mix, to book time and space in the media, to improve media 
owners
‟ programmes or editorial contents, it helps the advertiser to 
select a particular programme for sponsorship, it helps the media 
planners to understand the rating from the various programmes on 
TV channels and on radio through Television Rating Points (TRP) 
reports.
ABC is a Media Research Agency. These are specialised 
agencies which collect information about various advertising media 
and supply necessary information to their clients. 
The TRP is a system which provides quick feedback on the 
viewership of different television programmes. 
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. 
Media survey provides useful information about readership 
for various publications, viewership of television, video and cinema, 
listenership of radio etc. 

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