Project description

Project goal

National Readership Survey (NRS) project is devoted to measuring of titles audiences’ amounts, research and analysis of the press reading audience characteristics and preferences in Russia.

As a rule, research results are used by publishing houses, advertising agencies, and advertisers. Publishers use NRS data to position the title, study competitive environment, and attract advertisers. For advertising agencies, the research results are of special importance for efficient media planning. Advertisers can use the research data to analyze the audience structure while planning advertising campaigns in periodicals.

The project subscribers get access to the information about amount, uniqueness, and loyalty of the audience, the data of reading frequency and many other parameters.

NRS research has been performed by TNS Russia Company since 1998 in Moscow, and since 2000 – in Russia in the whole and in St. Petersburg. Today the majority of the periodicals market participants are clients of NRS. Within the project, over 80 000 interviews are arranged yearly.

Project technique

Data gathering is performed with the help of CATI (Computer Assisted Telephone Interviewing) system telephone interview on the basis of our own call-centertext TNS Russia in Tula, employing over 500 professional interviewers.

The method of reading audience measurement is equal for all Russian cities. We ask questions about the titles read in the previous half of the year and reading for the last period of the publication.

Technique advantages:

  • Common system of data gathering in the whole country;
  • Common system of interview quality control in all cities; 
  • Continuity of the research; 
  • Strict observance of the survey logic; 
  • Chance rotation of measured editions; 
  • High level of the respondents’ agreement;
  • Timely processing and provision of the data;
  • NRS research is constantly perfected for better conformity with the needs of media- and advertising industries.  

Geographic reach

The project incorporates 68 cities with population over 100 000, representing citizens over 16 years old. In Moscow, we additionally study people from the age of 12.

Data of radio audience are provided for the following regions:

  • Russia in the whole (project NRS - Russia);
  • Moscow (NRS - Moscow); 
  • St. Petersburg (NRS - St. Petersburg); 
  • Other major Russian cities (NRS - Cities).  

Update rate

The data on Russia, Moscow, and St. Petersburg are provided quarterly for the previous 6 months (rolling scheme).

The data on 14 other cities are provided once a year for the previous 12 months. 


Marina Luchina
Head of research sector of the press

+7 (495) 935-87-18


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