Hindustan Times has become the second-largest read English broadsheet in Mumbai, overtaking DNA in terms of Average Issue Readership (AIR) as per the results of the Indian Readership Survey (IRS) Q3 2010, which were declared on December 2, 2010. The Times of India remains the No. 1 English daily in Mumbai.
The Times of India has maintained its top spot in Mumbai and also seen a growth of 5 per cent in its AIR, which stands at 1,559,000 in Q3 as against the AIR of 1,478,000 in Q2.
Hindustan Times also saw a 5 per cent growth in its AIR to 592,000 from 563,000 in the previous quarter to claim the No. 2 spot in Mumbai.
Meanwhile, DNA has registered a 5 per cent drop in its AIR. The paper has registered an AIR of 575,000 in Q3, as against an AIR of 606,000 in the previous quarter. DNA has seen decline in AIR figures nationally as well. It may be noted here that while DNA is leading in Total Readership (TR) figures, when it comes to AIR figures, HT has overtaken DNA.
The Economic Times and The Indian Express have grabbed the No. 4 and No. 5 spots, respectively, amongst broadsheets. While The Economic Times has seen a 10.78 per cent growth in AIR at 185,000 in Q3, The Indian Express has seen a growth of 2.08 per cent in its AIR at 49,000.
Mumbai Mirror remained at the top amongst tabloids. The paper, however, recorded a negative growth of 3.65 per cent with an AIR of 740,000 as against 768,000 in Q2. Mid-Day follows and paper has also seen a degrowth of 6.52 per cent – from an AIR of 414,000 in Q2 to 387,000 in this quarter. The third spot amongst tabloids is taken by Mint, which has seen a positive growth of 4 per cent in AIR at 26,000 in Q3.
[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.]