The Media Research Users' Council (MRUC), which syndicates market information for publishers and advertising industry bodies, has announced that global consulting companies-Ernst and Young (E&Y) and KPMG-have become the newest members and subscribers to its flagship product - the Indian Readership Survey (IRS).
Other consulting companies are also in active discussion with MRUC to subscribe to IRS, the council said in a statement.
MRUC is an industry body created for providing its members with research that can be used to make marketing and business decisions. Formed in 1995, it has over 220 members.
"Consulting companies have always understood the value of data provided by IRS. What they were perhaps not aware was the benefit of a full-usage licence as against borrowing some summary data from other users," said Shaswati Saradar, director-general of MRUC.