Indian Outoor Survey (IOS) to be released today

Media Research Users' Council (MRUC) and Hansa Research will release the Indian Outdoor Survey (IOS) 2009 for Mumbai today.

The patron sponsors, who provided the initial funding for the project, include Laqshya, Outdoor Advertising Professionals, Ogilvy and Reliance ADAG. The effort took almost five years.

The IOS technical committee comprises Roda Mehta - former technical chairperson, MRUC; Sandip Tarkas, Future Media - ex-vice chairman; Shripad Kulkarni, Allied Media - vice chairman; Nabendu Bhattacharyya, Ogilvy Action; Vani Dixit, Laqshya Media; Arminio Rebeiro, Platinum; Abhijit Sengupta, OAP; Hemanth Shah, Times OOH and Swati Suvarna, Big Street.

A statement from the MRUC says, ''The contemporary view of the outdoor medium from a media planner's perspective has evolved over time. In an age of ever-increasing specialisation, with media focusing on smaller slices of the population, outdoor advertising remains the champion of the generic and the all-inclusive... The IOS is the first syndicated study in India on outdoor media that will resolve some of the key concerns of advertisers, their agencies and the sellers of outdoor media.''

The MRUC and Hansa Research have planned the IOS as a complete media planning and buying tool for the outdoor media. The IOS database includes site database for planning and buying of hoardings, bus shelters and kiosks; estimate of count of traffic by five different modes by stretch and estimate of the travelling population and pedestrians present on the road stretch, and their profile.