IRS Q3 2012: Good quarter for Top 10 English dailies

Seven out of the top 10 dailies register growth in their Average Issue Readership (AIR). No change in the pecking order. The Hindu adds maximum readers 

BestMediaInfo Bureau | Delhi | January 29, 2013

Media Research Users Council (MRUC) has released the third quarter results of the Indian Readership Survey. According to IRS Q3 2012, there is no any change in the pecking order of the top 10 English dailies. Seven out of the top 10 dailies have registered growth in their Average Issue Readership (AIR) in comparison to the second round of IRS in 2012.

India’s largest English daily, The Times of India, has recovered its previous quarter’s loss by adding 10,000 readers in the third quarter of IRS 2012. It has recorded an AIR of 76.53 lakh in this survey compared with 76.43 lakh in the previous quarter, 76.52 lakh in IRS Q1 2012 and 76.16 lakh in IRS Q4 2011.

The No. 2 English daily, Hindustan Times, has also added 19,000 readers in IRS Q3 2012 recording an AIR of 37.86 lakh compared with 37.67 lakh in IRS Q2 2012 and 38.05 lakh in IRS Q1 2012. HT had lost 35,000 readers in IRS Q2 2012 but had added 14,000 readers in IRS Q1 2012 and 58,000 readers in IRS Q4 2012.

The No. 3 English daily, The Hindu, has added the maximum readers in the third quarter. The daily has added 50,000 readers in IRS Q3 2012 after losing 25,000 readers in IRS Q2 2012 and 7,000 readers in IRS Q1 2012. Its current AIR stands at 22.58 lakh compared with 22.08 lakh in the previous quarter.

The Telegraph, from ABP Group, has again registered a decline. By losing 21,000 readers in the current survey, the daily has recorded and AIR of 12.54 lakh against 12.75 lakh in IRS Q2 2012, 12.92 lakh in IRS Q1 2011, 12.73 lakh in IRS Q4 2011 and 12.66 lakh in IRS Q3 2011.

Deccan Chronicle has grown in this quarter by adding 13,000 readers. It has recorded an AIR of 10.51 lakh in IRS Q3 2012 against 10.38 lakh in IRS Q2 2012, 10.27 lakh in IRS Q1 2012, 10.34 in IRS Q4 2011 and 10.94 lakh in IRS Q3 2011.

DNA follows Deccan Chronicle and continued on the growth path this quarter. The daily has registered an AIR of 9.62 lakh in IRS Q3 2012 compared with 9.30 lakh in IRS Q2 2012, 9.09 lakh in IRS Q1 2012 and 8.97 lakh in IRS Q4 2011. DNA had 8.63 lakh readers in IRS Q3 2011 and 8.24 lakh readers in IRS Q2 2011.

Mumbai Mirror, from the TOI stable, also added 12,000 readers this quarter. Its current AIR stands at 8.07 lakh in IRS Q3 2012 compared with 7.95 lakh in Q2, 7.77 lakh in Q1 2012 and 8.03 in IRS Q4 2011.

The Economic Times continues to be the No. 8 newspaper despite losing 36,000 readers in the current survey. Its current AIR stands at 7.53 lakh against 7.89 lakh in Q2, 7.92 lakh in Q1 2012, 7.9 lakh in Q4 2011 and 8.12 lakh in IRS Q3 2011.

The New Indian Express has witnessed a slight decline again. The daily has recorded an AIR of 6.64 lakh in IRS Q3 2012 compared with 6.67 lakh in the previous quarter and 6.78 lakh in Q1 2012. TNIE had 6.37 lakh readers in IRS Q4 2011, 5.93 lakh readers in IRS Q3 2011 and 5.59 lakh in IRS Q2 2011.

The Tribune has added a few readers for the third consecutive round of IRS. The daily has added 13,000 readers to take its AIR at 6.53 lakh compared with 6.40 lakh in the previous quarter and 6.24 lakh in IRS Q1 2012. The Tribune had 5.85 lakh readers in IRS Q4 2011, 5.99 lakh readers in IRS Q3 2011 and 5.67 lakh in IRS Q2 2011.

Top 10 English Dailies

Publication IRS Q3 2012 IRS Q2 2012
The Times of India 7653 7643
Hindustan Times 3786 3767
The Hindu 2258 2208
The Telegraph 1254 1275
Deccan Chronicle 1051 1038
DNA 962 930
Mumbai Mirror 807 795
The Economic Times 753 789
The New Indian Express 664 667
The Tribune 653 640

(AIR numbers; All figures in ’000)

————————————————————-

Average Issue Readership (AIR) of a publication is defined as the number of readers of that publication who have claimed to have last read it within its periodicity, i.e., last read a daily yesterday, a weekly within the last week, a monthly within the last month, etc.

This measure is considered to be a more relevant measure of ‘real’ or ‘regular’ readership, especially for newspapers, most of which have been read/consumed as a matter of daily habit. Conventionally, media planners even calculate and compare cost-benefits of dailies based on the AIR figure. Hence, it is perhaps the most relevant to study readership trends as well in terms of AIR.

Info@BestMediaInfo.com

http://www.bestmediainfo.com/2013/01/irs-q3-2012-good-quarter-for-top-10-english-dailies/

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