The IRS Q3 2010 results bring no cheer to publications in the Tamil Nadu market. The figures show decline for both dailies and magazines among the top five in terms of readership.
Among dailies, Daily Thanthi leads the list, though it has shown a decline of 2.46 per cent in its Average Issue Readership (AIR), which stands at 7,084,000 in Q3, as against the Q2 figure of 7,263,000. Dinakaran, too, has seen a negative growth of 3.64 per cent – from 4,991,000 in Q3 to 4,809,000 in the previous quarter.
Dinamalar, at No. 3, has seen a decline of 6.96 per cent and the readership stands at 2,660,000 in Q3 as opposed to 2,859,000 in Q2.
The Hindu is the only English language newspaper to figure among the top five dailies in Tamil Nadu. However, the paper has seen a marginal decline of 1.76 per cent and its AIR stands at 1,111,000 in Q3.
Tamil daily Malai Malar has registered a fall of 8.99 per cent and its Q3 readership is at 506,000 as opposed to 556,000 in Q2. Dinamani, which is ranked sixth, has seen the steepest fall of 10.35 per cent – from 512,000 in Q2 to 459,000 in this quarter.
The situation is no different for magazines in the Tamil Nadu market with all the top five magazines showing decline in AIR. Kumudam leads among magazines in this market with an AIR of 1,158,000, which is a fall of 8.6 per ent over its Q2 figure of 1,267,000.
Ananda Vikatan has clocked a readership of 968,000 in Q3, as opposed to 1,032,000 in Q2, a decline of 6.2 per cent.
Kungumam has seen the steepest fall of 12.18 per cent and its Q3 AIR stands at 793,000, as compared to 903,000 in the previous quarter. Aval Vikatan has registered a 6.29 per cent decline in readership at 521,000, while Mangayar Malar has seen a decline of 9.11 per cent – from 362,000 in Q2 to 329,000 in the third quarter.
[The mentioned readership figures are Average Issue Readership (AIR) figures, Total Readership (TR) may vary. After various discussions with advertisers and media buyers, as a policy exchange4media uses only AIR numbers.]