media research users council "gd of: 128, tv industrial estate, sk hire marg, wor, mumbai 400 030. tel +91 22-2498 3416, 2491 3959 + fax: +91 22-2401 0413 « website: wmmruc.net Media Research Users Council (MRUC) Invites Request for Proposals (RFP) Radio Listenership Research Date of Issue: 9.06,2017 Last Date of Submission: 20.07.2017 Project Coordinator / RFP Contacts: Radhesh Uchil Kabita Talukdar Phone: +91-22-2491 3361 Email: radhesh@mruc.net kabita@mruc.net Project / Issuing Office: Media Research Users Council 128, TV Industrial Estate, S. K.Ahire Marg, Worl, Mumbai - 400030 India Phone No. +91-22-24983416, +91-22-24913359 mruc advancing the research of mediaINTRODUCTION Purpose: Media Research Users Council (MRUC) and Association of Radio Operators for India (ARO!) jointly Invite proposals to conduct Audience Measurement research for Radio. The successful Agency will be required to undertake research covering all aspects related to the same such as sampling methodology, research operations - fieldwork, data processing & analysis, projection & weighting, algorithm for media planning and provision of all necessary software etc. Background: MRUC is a not for profit company whose objective is to provide reliable, timely and economical media research for its users. Incorporated in the year 1994, the registered body with over 150 members from major advertisers, advertising agencies, broadcasters, publishers and other media is strongly backed by the Indian media industry. MRUC ensures its users have valid, timely and cost- effective audience assessment on media, AROL Is the oficial association of the private commercial radio stations in India. Through a collective consultative and democratic process, it defines and reflects the common policies and goals of the private radio industry in India, ‘The radio industry is evolving, innovating and consolidating at 2 fast pace. While there are about 5-6 networks with pan-Indian presence, a lot of markets have regional players with local flavours. ‘As per the latest Cl Big Picture Summit report, the radio industry is expected to grow in the range of 18%-20% CAGR by 2020. The Advertising Revenues of the Radio industry is estimated to be around 1800 Crores in 2026 (PMAR 2016). To better understand the industry, itis important that there is a methodology to measure listenership and effectiveness of radio stations. Hence, MRUC and ARO! have jointly come up with the interest to evaluate the introduction of an effective currency for this fast-growing medium ~ a currency that is adaptable to the trends in the markets as well as robust and accurate. ‘The study is expected to be used as the industry currency for buying and selling time on Radio. The corollary to which is that it will enable all relevant constituencies to evaluate the medium offerings, devise content strategies, and plan campaigns based on the data provided. ‘The Research Agency should address the major concerns of the radio Industry and importantly reflect the real market realities, specific to this medium. Accordingly, its recommendation/proposal should stand up to stringent scrutiny by the MRUC-AROI Radio Technical Committee. Research Objective: ‘© Develop Reach and Frequency metrics for Radio planning and buying ‘© Totrack/measure radio listenership behavior ‘+ To measure the consumption of other media by radio listeners to understand the cross- ‘media consumptionmruc advancing The research will be used to aid in the development of Radio plans by providing recommendations research on: ofmeda which target audiences are most effectively targeted by Radio most effective station / time band for reaching any specific target audience; average time spent listening to radio (as well as consuming other media) per day / per week; likely audiences reached by a planned Radio campaign (Evaluation) Scope of the Study: i 16 = 12+ years, Males/Females = Belonging to NCCS A, B, C, D, E households = Agency to present their views on inclusion of old SEC grid (CWE education x ‘occupation) in the listing section, as an added discriminator, along with capturing NCS information li. Only Commercial Radio Stations along with the AIR stations to be covered. ji, The measurement should effectively cover radio listenership at home as well as Out of Home. iv. Markets Greater geographic spread ~ ideally every State Capital / Important Radio Business centres in ‘each State need to be covered in order to provide a nationwide picture, Considering the cost, research agency to recommend at least a fair mix of town classes which would provide 1 good picture of listenership patterns across various town classes, nationwide. v. Sample Size The Agency to recommend the following and provide rationale for the same: = Sample size ~ Sampling methodology - Sampling frame, = Weighting principles = Projection principles We would recommend the sampling design to be shared for two scenarios: = 10:20:90 ie. at any reporting unit level, for an incidence of 1034, margin of error should not exceed 20% at 90% confidence level. = 10:10:90 i.e. at any reporting unit level, for an incidence of 10%, margin of error should not exceed 10% at 90% confidence level. “The Sample design needs to be robust enough to provide a fair representation of the towns being covered. Booster samples, if required, should be considered in segments, such as perhaps ‘Youth’ or ‘Car Listenership’, etc. that may not get a fair representation in the overall proposed sample, ‘Agency to recommend on the requirement of the booster sample, size etc.wi. vil mruc ‘advancing research Research Methodology ofmeda ‘The research agency shall suggest adequate methodology to measure this medium. The ‘Methodology to be adopted needs to be future proof, as well as efficient enough to address the current market scenario. Reporting frequency ‘Agency to make Design recommendation based on the following three options of recommendation’ = Weekly reporting = Fortnightly reporting = Monthly reporting Reporting Software The research needs to be presented in the form of a contemporary radio planning software with the ability of Reach/Frequency Optimization as is available for other media. The Specifications for the software can be mutually decided with the Radio Technical Committee ‘The selected agency shall conduct a pilot study of the survey by surveving the requisite qumber of smples in. Research agency to propose the pilot markets with e with the proposed de: rationale for the selection. Project Deliverables: ‘The proposal should deliver- ‘Agency's understanding of the research issues and the broader context ‘A clear outline and rationale of proposed sampling and methodology for the research, and proposed methods to ensure data quality Foolproof security system to ensure minimal influence on data collection A detailed breakdown of costs per market (Pilot & full study) Detailed Timeline for the Pilot markets and full markets Details of similar projects the Agency has worked on including references. Details of personnel who will be working on the research, their background and responsi ies Credentials: The short-listed agencies will make a credentials presentation after undertaking this brief at MRUC offices.Selection Criteria: The selection process will be conducted along the lines set out below: = A verbal briefing session (question and answer session), if required with MRUC and nominees from the Techical Committee, for the Agency to seek clarification of details in the brief; and + Selection by the MRUC Board / Technical Committee, on the basis of the response to the brief. Proposals will be assessed on the following selection criteria: © Understanding of the brief + Proposed Research Methodology = Proposed Sampling Design \Value-addition to the Brief Costs Proposed téam structure Pedigree in media research Delivery of Proposals: {All proposals must be delivered or mailed to the address specified on the cover page of the RFP. The proposal must be submitted by the closing date specified. “The guidelines laid down by the Ministry of I&B / TRAI, with regards to research agencies carrying, cout audience research in india, will be applicable to all Agencies wishing to participate in this project. Each submitting Agency will have to provide an Undertaking that they fulfil the criteria specified in the guidelines.