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IRS 2006 R1 declared: Dainik Jagran tops dailies, Saras Salil rules magazines

06-April-2006
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IRS 2006 R1 declared: Dainik Jagran tops dailies, Saras Salil rules magazines

Indian Readership Survey (IRS) 2006, Round 1 has been declared. Looking at the dailies, the top three players have remained at the same positions as was seen in the last round. Dainik Jagran dominates at No. 1 position with 19,071,000 readers, Dainik Bhaskar at No. 2 position with 14,571,000 readers and Daily Thanthi is the third player with a readership of 10,228,000 readers. All three of them have registered some erosion in number of readers. Amar Ujala continues at number fourth position with 9,894,000 readers.

There has been some reshuffle at the lower half where Malayala Manorama has slipped from No. 5 position to No. 6 position and Hindustan has moved up a place to occupy the fifth rank. Lokmat, Eenadu, Mathrubhumi and Times of India take the seventh, eighth, ninth and tenth ranks with 8,107,000, 7,944,000, 7,647,000 and 7,084,000 readers, respectively. Once again, ToI is the only English publication to find a spot amongst the top 10 publications.

Looking at the magazines, Saras Salil (Hindi) leads the segment garnering a total readership of 7,361,000, followed by Kungumam (Tamil) at 3,759,000 and Vanitha at number three positions with 3,516,000 readers. India Today English takes the fourth spot with a readership of 3,509,000. Grihashobha (Hindi) has moved to No. 5 position from No. 6 but again in terms of number of readers there has been some drop.

On the sixth position is Tamil weekly Kumudam with a readership of 3,071,000. The next slot is taken by India Today Hindi with a readership of 2,849,000 and Malayala Manorama is on the eight position garnering a readership of 2,760,000. Anand Vikatan occupies the ninth slot and Meri Saheli takes the tenth.

For the IRS 2006 R1 an annual sample size of 2.4 lakh was covered-spread equally over two rounds. A total of 1,178 towns and 2,894 villages were surveyed. The data represents fieldwork during the full year Jan-Dec 2005. The mid-point of the survey is June 1, 2005. Being a continuous survey, the reporting takes place every six months based on a Moving Annual Total.

Looking at some toplines from demographic profiles, the households have grown by 1.4 per cent over 2005 to reach a mark of 21 crore. Individual growth rate has been slightly lower than household growth rate at 0.85 taking the total 12 yrs + population to 78.4 crores. With single age-breaks now available from the Census, the age group data has been realigned. The proportion of the total share of 20-29 age group has declined from 25 per cent to 23.6 per cent.

The data also shows that reach of mass media seems to have stagnated in the last three years. Press reach has been hovering around at 24 per cent, TV at 55 per cent, Radio at 21 per cent and Internet at 1.5 per cent at the all India level.

In Urban India, Press and TV has actually declined in last three years. Press reach has declined from 42.9 per cent in 2004 to 41.7 per cent in 2006. Though TV has declined from 80.2 per cent to 78.9 per cent in the last three years, C&S has shown some growth, from 53.5 per cent in 2004 to 54.4 per cent in 2006.

While Press has maintained its status quo in rural, TV has grown by a meager 1 per cent in three years. Radio is the only medium where the incidence of listenership is almost same both in urban and rural and is around 21 per cent and 20 per cent, respectively, in Urban and Rural.

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