Indian Readership Survey Delay Hinders Advertising Decisions

Imagine companies want to know who's reading newspapers and magazines so they can show you ads that you'll like.

They use a survey called IRS to find out.

But the survey hasn't been done since 2019, so the information is old.

This makes it hard for companies to know where to put their ads, like which newspapers to choose.

Some newspapers might say they have lots of readers, but the real numbers might be lower.

The people in charge of the survey are working on a new one, but there's no date to finish it, so the old information is still being used.