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IRS 2011 Q1: Decline for English dailies in National Capital; HT, TOI de-grow

20-June-2011
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IRS 2011 Q1: Decline for English dailies in National Capital; HT, TOI de-grow

Indian Readership Survey (IRS) 2011 Q1 data shows some surprising trends for English dailies in Delhi and the National Capital Region (NCR). As per the latest results, for both Delhi and NCR markets, overall readership numbers of English dailies have declined by 5 per cent and 3 per cent, respectively, compared to IRS 2010 Q1 results. Leading English dailies, Hindustan Times and The Times of India, have witnessed negative growth in AIR (Average Issue Readership) in the Delhi market; however, HT has reported positive growth in the NCR market as compared to IRS 2010 Q1.

Delhi Region:
As per the IRS 2011 Q1 data, ‘Any English’ daily registered an AIR of 35.02 lakh, a decline of 5.02 per cent as against 2010 Q1. Three out of the top five dailies have seen negative growth in readership numbers. Hindustan Times and The Times of India have reported decline of 2.88 per cent and 2.98 per cent, respectively, as compared to IRS 2010 Q1. HT has recorded an AIR of 19.54 lakh, while TOI has reported an AIR of 18.90 lakh.

Compact daily Mail Today, with an AIR of 2.21 lakh, has witnessed positive growth of 18.18 per cent as compared to IRS 2010 Q1 results. Business daily The Economic Times has seen declining readership trends with an AIR of 1.85 lakh, down 2.63 per cent as against IRS 2010 Q1. Meanwhile, compact business newspaper Mint has grown by 26.85 per cent, registering an AIR of 1.37 lakh.

Delhi-NCR Region:
Meanwhile, readers in Delhi-NCR seems to be more glued to English dailies than readers in Delhi as four out of the top five dailies have recorded growth in AIR numbers in IRS 2011 Q1. However, ‘Any English’ dailies have seen negative trends in readership with a dip of 3.01 per cent compared to IRS 2010 Q1.

In the Delhi-NCR region, Hindustan Times has registered an AIR of 22.63 lakh, a growth of 2.21 per cent as compared to IRS 2010 Q1. On the other hand, The Times of India, with an AIR of 21.63 lakh, has seen de-growth of 2.04 per cent as compared to IRS 2010 Q1.

Meanwhile, with double digit growth of 18.18 per cent Mail Today is the third most read daily in Delhi-NCR. The paper has seen an AIR of 2.21 lakh for the region in 2011 Q1.

Business daily The Economic Times has seen a marginal growth of 0.45 per cent (as compared to IRS 2010 Q1) in its readership with an AIR of 2.21 lakh. Compact business newspaper Mint has registered a double digit growth of 35.09 per cent (as against IRS 2010 Q1) and has recorded an AIR of 1.54 lakh, seeing the highest growth among the Top Ten English dailies of the region.

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