NRS Ltd (National Readership Surveys) is the official organisation for commissioning the measurement of print audience research in the UK. Its stakeholders comprise the NPA, PPA and IPA, representing newspaper publishers, magazine publishers and advertisers respectively.
The objective of the NRS is to provide the common currency of readership research data for newspapers, newspaper supplements and magazines, using a methodology acceptable to both publishers of print media and the buyers of advertising space.
Key features of the Survey are:
- over 275 titles are measured on the NRS, and over 36,000 respondents aged 15+ are interviewed annually.
- the NRS provides estimates of the number of readers of a publication and the type of people those readers are in terms of sex, social grade, age, region and many other demographic and lifestyle characteristics. Publishers of newspapers and magazines use these estimates, along with advertisers and advertising agencies, to plan, buy and sell advertising space in print media.
- the survey also measures usage of other media; including TV viewing, radio listening and cinema. The UK Online Measurement (UKOM) establishment survey is being conducted via the NRS - questions are included on the NRS questionnaire relating to internet usage, frequency of use, location of use, type of device used and broadband.
- the monthly interviewed random probability sample of 3,000 adults makes the NRS one of the largest programmes of continuous readership research in Europe.
Ipsos MORI has conducted the Survey continuously since 1977 and over this time has initiated a wide range of developments and enhancements. In July 1992, Ipsos MORI was the first in the world to introduce the broad-scale use of Computer Assisted Personal Interviewing (CAPI) technology and in 2003 became a pioneer in its full-scale adoption of Double Screen CAPI (DS-CAPI).
It is now looking to develop a multi-modal, multi-platform survey to respond to the changing requirements of the medium and technology. Link: http://www.nrs.co.uk/