Cumulative readership of top ten newspapers shrinks by 4, 61,000 - IRS 2012 Q2
- By Ayushi
- 02 October 2012
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The Indian readership survey 2012 for the second quarter was released by Media Research Users Council (MRUC) yesterday. The survey comes with its share of ups and downs; print continues to slide down while digital is zooming.
Newspapers in India are having a tough time, as the total readership of the top 10 newspapers in India continues the downward trend. Digital, as a medium, continues to ratchet up impressive numbers.
The latest figures of the Indian Readership Survey (IRS 2012 Q2), reveals that the cumulative readership of the top ten newspapers in India has shrunk by 4, 61,000 readers.
Only Dainik Jagran, Hindustan and Lokmat have shown a growth in readership while all the others are facing loss.
Top Hindi dailies have followed the trend of English dailies in the second quarter of IRS 2012 with only four out of the top 10 newspapers registering growth in their Average Issue Readership.
India’s No. 1 Hindi daily, Dainik Jagran, continues to be India’s largest read newspaper across all languages. The daily has added 17,000 readers to record an AIR of 1,64,29,000 in IRS Q2 2012 compared with 1,64,12,000 in the previous quarter. Dainik Jagran had 1,64,10,000 readers in IRS Q4 2011, 1,64,58,000 readers in IRS Q3 2011 and 1,63,93,000 in IRS Q2 2011. The daily had added 2,000 readers in IRS Q1 2012 but lost 48,000 readers in IRS Q4 2011. It had added 65,000 readers in IRS Q3 2011 and 4.83 lakh readers in Q2 of IRS 2011.
After losing 49,000 readers in Q1 2012 and 2.74 lakh readers in IRS Q4 2011, Dainik Bhaskar has lost 1.05 lakh readers in the current round of the survey. Its current AIR stands at 1,44,48,000 against 1,45,53,000 in the previous quarter and 1,46,02,000 in IRS Q4 2011. The daily had added 7.02 lakh readers in Q3 2011 and 1.58 lakh readers in Q2 2011. Bhaskar had added 25,000 readers to its AIR in IRS Q1 2011.
At No. 3, Hindustan is consistently growing although its growth rate has slowed down in the current survey. The daily has added 48,000 readers in IRS Q2 2012 to record an AIR of 1,22,05,000 compared with 1,21,57,000 in the previous quarter and 1,20,45,000 in IRS Q4 2011. It had added 112,000 in IRS Q1 2012, 12,000 readers in IRS Q4 2011, 48,000 readers in IRS Q3 2011, 1.75 lakh readers in IRS Q2 2011 and 3.58 lakh readers in IRS Q1 2011.
According to IRS Q2 2012, there is only one change in the pecking order with Mumbai Mirror of The Times Group overtaking The Economic Times (of the same group) to take No. 7 slot. Six out of the top 10 dailies have registered slight decline in their Average Issue Readership (AIR) in comparison to the first round of IRS in 2012.
India’s largest English daily, The Times of India, has registered marginal loss in the second quarter of IRS 2012. The daily has lost 9,000 readers and recorded an AIR of 76.43 lakh in this survey compared with 76.52 lakh in the previous quarter and 76.16 lakh in IRS Q4 2011. TOI had added 36,000 readers in IRS Q1 2012 and 1.49 lakh readers in IRS Q4 2011 while it had lost 4,000 readers in IRS Q3 2011. The daily had added 29,000 readers in the second quarter and 18,000 readers in the first quarter of IRS 2011.
The No. 2 English daily, Hindustan Times, has also lost 38,000 readers in IRS Q2 2012 recording an AIR of 37.67 lakh compared with 38.05 lakh in IRS Q1 2012. HT had added 14,000 readers in IRS Q1 2012 and 58,000 readers in IRS Q4 2012 but lost 4,000 readers in IRS Q3 2011. The daily had added 45,000 readers in Q2 2011 and 1 lakh readers in the first quarter of IRS 2011.
The No. 3 English daily, The Hindu, continues to lose readership for the second quarter in a row. The daily has lost 25,000 readers in IRS Q2 2012 after losing 7,000 readers in IRS Q1 2012. Its current AIR stands at 22.05 lakh compared with 22.33 lakh in the previous quarter. The daily had added 71,000 readers and registered more than 3 per cent of growth in IRS Q4 2011. The paper had added 92,000 readers in IRS Q3 2011. It had lost 18,000 readers in Q2 2011 and 20,000 readers in the first quarter of IRS 2011.
Magazines showed a mixed result and Six of the top 10 magazines have seen decline, while four have seen marginal growth.
Vanitha continues to be in the lead with an average issue readership (AIR) 2,353,000 in Q2. However, the Malayalam language magazine lost 91,000 readers from Q1.
Pratiyogita Darpan is placed second and has seen an increase in its Q2 AIR at 1,918,000, as compared to 1,893,000 in Q1.
India Today, one of the two English magazines in the list, has seen a decline of 59,000 readers during the quarter, registering an AIR of 1,554,000 in Q2.
Radio and cinema, which reported negative growth for the past three quarters, have shown positive compounded annual growth rate (CAGR) for the first time since Q2 2011.
While radio grew at 1.9 per cent CAGR (over 2011 Q4 to 2012 Q2), cinema almost touched double figure growth at 9.4 per cent CAGR.
Cable and satellite (C&S) grew at 11.7 per cent CAGR as its reach grew from 475.176 million in first quarter 2012 to 488.642 million in the second quarter.
The reach of television (TV) also showed positive growth at five per cent from the first quarter’s 554.651 million to 563.435 million in the second quarter.
Internet continued to show the most robust at 34.8 per cent from 37.483 million in 2012 Q1 to 399.44 million in Q2 2012.
Press showed least growth at 0.9 per cent increasing its reach from 352.115 million in Q1 2012 to 352.004 million in the second quarter while literacy grew at 3.2 per cent CAGR to 649.715 million from 643.321 million in the first quarter.
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