1 / 62

Advances in IRS 2003-04

Advances in IRS 2003-04. IRS 2003-04. A MRUC and HRG Joint Product. A brief introduction. Improvements in Research Design IRS sampling districts Sub metro sampling SEC resizing (In Mumbai and Delhi) Improvements in Reporting Edition wise readership Sub metro Profile

rupert
Download Presentation

Advances in IRS 2003-04

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Advances in IRS 2003-04 IRS 2003-04 A MRUC and HRG Joint Product

  2. A brief introduction • Improvements in Research Design • IRS sampling districts • Sub metro sampling • SEC resizing (In Mumbai and Delhi) • Improvements in Reporting • Edition wise readership • Sub metro Profile • DUE unit (Delhi and Urban Environs) • 62 Towns offered (48 IRS 2003-04 R1)

  3. IRS Sampling DistrictsChanging 50 Year old socio economic region paradigm IRS 2003-04 A MRUC and HRG Joint Product

  4. Need • News paper readership by editions required for space selling/buying • Geographic spread – how can to improve? • SCR is a • Large geographic entity • Assumes population profile homogeneity • Not always true, for instance, SCRs bordering state boundaries may impact mother tongue, languages can read data

  5. Hence, need to move away from SCR and look at smaller geographic units

  6. IRS Sampling Districts (ISDs) • What is an ISD ? • ISD is a clutch of ‘Geographically contiguous districts’ within an SCR (1954) and catered by a ‘single edition’ of major dailies

  7. The Advance : IRS Sampling Districts (ISDs) • Concept of ISDs • IRS Sampling Districts, a cluster of districts within an SCR • Sampling by ISDs, at much tighter geography than SCRs • What would it mean? • Wider spread • Better representation of Urban/Rural Universe • Insights at the “micro level”

  8. Khandesh Vidarbha Konkan Marathwada Desh Maharashtra has 5 SCRs Earlier method : SCR based

  9. IRS 2003-04 The Advanced Market and Media Planning Tool Khandesh ISD 2 ISD 3 ISD 1 Vidharba Konkan Marathwada Desh Superior area representation due to tighter geography Current method : ISD based

  10. ISD’s ensure homogeneity

  11. Benefits • Move from Publication to Edition level reporting • Allows for Consumer profiles, Product usage, and Media consumption in narrower geographic units 2. Micro level optimization & evaluation becomes a reality to match: • Edition wise rates • Media objectives at ‘smaller market’ levels

  12. SEC resizing : In Mumbai and Delhi IRS 2003-04 A MRUC and HRG Joint Product

  13. Issue • Large Sample surveys under-estimate & under-report SECs (A1 & A2 ) due to • Inability to access • Unavailability • Not listed in electoral rolls et al.

  14. Impact • This adversely impacts: • Consumption and ownership estimates for high-end products and brands, and emerging ones • The reach of media, particularly English and niche • And thereby cross tabulation of Media X Brands

  15. The Advance • Methodology • Universe estimation of telephone owning households • Using MTNLdirectory (+ BSNL as appropriate) • SEC profile of telephone owning households

  16. The Advance • Rationale • Telephonic route allows easier accessibility to high end homes (and lesser security concerns) • Greater randomness and larger sample sizes ensure better representation • Telephone owning universe can be sized more accurately through telephone directories

  17. Information gathered • Phone line is commercial or residential? • Demographic profile of CWE • Education X Occupation = SEC of the Household • Number of telephone lines owned • House Hold size • Select Product Categories’ information

  18. Sample design • MTNL has separate directories for • Residential lines • Commercial lines • Both were used in order to understand how many are active households • Alphabetically listed Phone numbers are reorganized into • Area codes X Pin code X Wards

  19. Sampling methodology • Random at sub metro level • Allocation proportionate to the total no. of telephone lines within each Pin code area. • Separately for residential and commercial directories.

  20. Sample size • 15,500 phone numbers randomly generated in Delhi and Mumbai each:  Delhi 15,000 Residential + 500 Commercial  Mumbai 14,500 Residential + 1000 Commercial

  21. Success & Casualty Rates

  22. Delhites - more co-operative! 36 % 71 % 71 % 50 % 55 % 55 %

  23. Method for SEC Re-estimation • Refreshed SEC universe estimation done in 2 parts • For Total telephone owning HHs : SEC obtained from the Telephone Survey • For Balance Non-Telephone HHs* : SEC taken from IRS ’03-04 (R 11) [* = Census HH universe - Unduplicated telephone owning HHs.] • SEC universe is derived using weighted averages

  24. Results of Telephonic Survey

  25. Impact on Media Reach Estimates

  26. Impact on Durable Ownership

  27. Sub Metros : Redefining Metros IRS 2003-04 A MRUC and HRG Joint Product

  28. Issue & Opportunity • Major metros have expanded : horizontal and vertical • Spade work suggested that “parts of city” are distinct • Media options available for “parts” of a city • However, juxtaposing information on consumer profile and products’ were unavailable Presenting IRS ’03-04 Sub-Metro

  29. What is a Sub metro? The Concept • IRS Sub metro definitions considered • Geographical contiguity • Popular perception in the minds of people at large • Mumbai and Delhi : 4 Sub metros each • Chennai and Kolkatta : by MC and UA Sample Allocation • Minimum of 800 sample per zone • Ward-wise sampling

  30. DELHI 14 zones combined to form 4 reporting units North: 27% East: 23% West: 29% South-Central: 20%

  31. Lifestyle Indicators :Mumbai

  32. IRS ’03-04 : Some Highlights of Findings IRS 2003-04 A MRUC and HRG Joint Product

  33. Sub-metro Insights E.g. Delhi Television Acquisition Figs in 000s

  34. Delhi : Press

  35. Delhi : TV

  36. Delhi : Satellite

  37. Delhi : Radio

  38. Delhi : Cinema

  39. Top 20 Dailies: IRS 2003 – 04 R1 Figs in 000s Round 11 (Half Round of ’03-04)

  40. Top 20 Magazines Figs in 000s Round 11 (Half Round of ’03-04)

  41. Growing Daily Genres Figs in 000’s

  42. Growing Magazine Genres Figs in 000’s

  43. Average Time Spent on Radio – Weekday Figs in Hrs.

  44. Average Time Spent on Radio - Holidays Figs in Hrs.

  45. Product Insights(i) Second hand market sizes TV Sets = 11% of all TV owning homes • AP & Rest of TN top the list with >1million sets each • Bangalore tops the Metros list with sets Motorcycles = 16% of all Motorcycle-buying homes • Rest of Gujarat tops the list with 34% • Chennai MC tops among the Metros

  46. (ii) High-end Category Penetration Figs in 000s

  47. High-end Category Penetration (Contd) Figs in % Est. Households (000s) 198457 : All India (U+R)

  48. (iii) 2 Wheelers market in India Base in Mn : All 2 Wheeler owners Base in Mn : All 2 Wheeler owners

  49. Household Dispersion of Two Wheelers – Acquired in 2001-02 198457 4672 752 Figs in %

  50. (iv) The Telecom Market

More Related