IRS has been released in January, 2017. It emphasises total readership which is usually three-to-four times more than the average issue readership (yesterday), which was the standard used by advertisers. It introduces three-day and seven-day readership metrics, separate metrics for the main paper and its variants. It cover almost 0.32 million Indians.

Average Issue Readership (AIR) is the standard metric buyers have used for decades. However, planning is more dynamic, and not everybody is reading a newspaper everyday. There is an option of looking at whether you read the paper yesterday, in the last three days, seven days or the last month. IRS gives different dimensions to data. The user can decide which one to use. AIR (yesterday) is accurate and relevant for what advertisers can expect to reach on any given day. The two — AIR and total readership — serve different purposes. AIR uses memory from day after reporting, while total readership does a month-long memorability. Total readership is an indication of the maximum reach of the publication, while AIR is a measure of regular readers. Advertiser puts money based on probability of a regular habit and hence expected view of the ad on any given day.