The second round of the Indian Readership Survey (IRS) 2005 has been released. Interestingly, compared to IRS 2005 R-1, all players have held their ground in exactly the same positions, most showing growth. A look at the top 10 dailies and magazines show language publications dominating the charts.
Among dailies, Dainik Jagran is the ruler with a readership of 19,174,000, giving it a 10 per cent increase over last round. Dainik Bhaskar has seen a 9 per cent increase to deliver a readership of 15,092,000. Next in line is Daily Thanthi (10,558,000), increasing by 12 per cent, Amar Ujala (9,845,000) by 6 per cent, and Malayala Manorama (9,426,000) scores again, showing a 6 per cent growth.
Hindustan with a readership of 8,997,000 takes the fifth slot, registering a growth of 10 per cent. Lokmat grows 8 per cent with a readership of 8,872,000. Eenadu and Mathrubhumi take the eight and ninth slots with readership figures of 8,775,000 and 8,042,000, respectively, registering growth of 6 per cent each. The only English daily in the top ten, The Times of India, has grown by 3 per cent, showing a readership figure of 7,287,000.
The scene is a different one in the urban market. Even as Dainik Jagran (9,794,000) and Dainik Bhaskar (8,882,000) continue to dominate in the top two slots, the third slot is taken by The Times of India (6,961,000). Daily Thanthi and Amar Ujala are in the fourth and fifth slots, with readerships of 5,837,000 and 5,357,000, respectively.
Lokmat is the fifth player here, followed by Hindustan, Gujarat Samachar, Ananda Bazaar Patrika and Eenadu.
Among magazines, six out of the top ten magazines have de-grown, while one keeps a status quo, in effect, only three have shown growth. Saras Salil is high on the list, registering a growth of 4 per cent to give a readership of 7,366,000. Vanitha (Malayalam) takes the next slot with a readership of 3,995,000, a dip of 6 per cent for the magazine over the last round.
India Today, too, shows a fall of 4 per cent with a readership of 3,899,000. Kumudam and Grihashobha (Hindi) take the fourth and fifth slots, respectively. While Kumudam has grown by 27 per cent, bringing its readership to 3,434,000, Grihashobha remains unchanged with exactly the same readership as the last round at 3,370,000.
India Today (Hindi), too, has seen a fall of 6 per cent, bringing the readership to 3,283,000. Malayala Manorama (3,207,000) has dropped by 22 per cent. Balarama (3065000) has dropped by 5 per cent. Pratiyogita Darpan, too, sees a fall of 6 per cent with a readership of 2,653,000. The only other English magazine in the top ten, Reader’s Digest, however, has grown by 12 per cent, managing a readership of 2,637,000.
In the urban market, India Today (English) takes the lead with a readership of 3,375,000. Saras Salil, Grihsobha (Hindi) and Kumudam follow with readership figures of 2,673,000, 2,594,000 and 2,405,000, respectively. Reader’s Digest is on number five with a readership of 2,361,000. With the exception of India Today, in this top five, all magazines have shown growth.
The sixth slot in the list is taken by India Today (Hindi), followed by Meri Saheli, Filmfare, Ananda Vikatan and General Knowledge Today. Of these, only Ananda Vikatan and General Knowledge Today have shown growth.
A point to be noted here is that to ensure robust proportions of SEC A and address the issue of lower pick up of sample in this demographic segment, IRS has used telephone directory as an additional sample frame in three markets, Mumbai, Delhi and Kolkata. The data is based on a sample of 237,374 at an all India level.