The figures from the first quarter of 2012 of the Indian Readership Survey (IRS) are out as the Media Research Users Council (MRUC) and Hansa Research Group (HRG) announced their findings.
The results were released along with the New Consumer Classification System (NCCS). NCCS is a household and individual aggregate-based system that has one classification for both Urban & Rural optimised for “Wealth/affluence” of consumers. It also indicates the propensity to spend beyond current income.
Dainik Jagran topped the list of top 10 publications, recorded a marginal increase of 2,000 readers. The Hindi daily had lost 48,000 readers in the last quarter (Q4) of IRS 2011. However, in the quarter before that the newspaper had recorded a gain of 65,000 average issue readers.
Dainik Bhaskar has lost 49,000 readers in Q1 2012, it had seen a loss of 2.74 lakh readers in the previous quarter. Its current AIR stands at 1, 45, 53,000 against 1, 46, 02,000 in the previous quarter. 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.The Hindi daily by Hindustan Media Ventures (HMVL), Hindustan, has emerged as the biggest gainer this time, as per AIR – an increase of 1.12 lakh readers. The newspaper has recorded an AIR of 1.2 crore this quarter and continues to be at the No. 3 position. The daily had registered a marginal increase in its average issue readership by 12,000 in the previous quarter. The Hindi newspaper has been growing constantly for more than a year now.
Hindi daily, Amar Ujala, has been the biggest loser this quarter – registering a loss of 1.49 lakh this time. Amar Ujala has an AIR of 86.93 lakh in the current quarter as opposed to 88.42 lakh in the previous one. The daily continues to be at the No. 5 spot. The Hindi daily had registered an increase in its AIR by a marginal 6,000 readers in the previous quarter.
The list was followed by Malayala Manorama (98.75 lakh), Amar Ujala (86.93 lakh),The Times Of India (76.52 lakh), Lokmat (74.85 lakh), Daily Thanthi (74.77 lakh), Rajasthan Patrika (68.07 lakh) and Mathrubhumi (66 lakh).
After continuous losses in the last two rounds, Navbharat Times has added 15,000 readers in the first quarter of IRS 2012. The daily has recorded an AIR of 25.88 lakh in the current survey compared with 25.73 lakh in the previous round. NBT had lost 8,000 readers in IRS Q4 2011 and 69,000 readers in IRS Q3 2011. The daily had added 61,000 readers in its AIR in IRS Q2 2011 and 10,000 readers in IRS Q1 2011.
India’s largest English daily, The Times of India, has registered marginal growth in the first quarter of IRS 2012. By adding 36,000 readers in the quarter, TOI has taken its AIR to 76.52 lakh compared with 76.16 lakh in the previous quarter. TOI had added 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 added 14,000 readers this quarter and recorded an AIR of 38.05 lakh in IRS Q1 2012. It had registered 1.55 per cent of growth in the previous quarter with AIR of 37.91 lakh.
At no. 3 The Hindu, has seen a marginal decline and lost 7,000 readers in IRS Q1 2012. Its current AIR stands at 22.33 lakh compared with 22.40 lakh in the previous quarter.
The list was followed by The Telegraph (1292000), Deccan Chronicle (10.27 lakh), DNA (9.09 lakh), The Economic Times (7.92 lakh), The New Indian Express (6.78 lakh) and The Tribune (6.24 lakh).
Top 10 hindi magazines list is topped by Pratiyogita Darpan (18.93 lakh). India Today falls at the 6th spot in this list with an AIR of 10.51 lakh.
India Today tops the list of top 10 english magazines with an AIR of 16.13 lakh. General Knowledge Today follows with 10.86 lakh, while Readers Digest is at no. three with an AIR of 10.43 lakh.
Talking about regional magazines, the first position is bagged by Vanitha (24.44 lakh), followed by Malayala Manorama (11.63 lakh),Karmakshetra (11.42 lakh).
Source: mediavataar.com