IRS Q3 2010: Mixed result for Hindi dailies in Delhi & Delhi NCR; NBT maintains lead
Top Hindi dailies in Delhi and Delhi NCR markets have seen mixed results in IRS Q3 2010. The top three dailies in both the markets (Delhi and Delhi NCR) have witnessed positive growth in Average Issue Readership (AIR) as compared to the previous results. However, four out of the ten top dailies have witnessed negative growth in both the markets.
Navbharat Times has maintained its leadership position in the Delhi and Delhi NCR markets with an AIR of 1,795,000 and 1,899,000, respectively. The paper has grown 4.12 per cent in Delhi and 3.71per cent in the Delhi NCR market.
Hindustan and Dainik Jagran, too, have witnessed positive growth in AIR in both the markets, as compared to the Q2 results. Hindustan has reported an AIR of 1,163,000 in the Delhi market, marginally up by 0.26 per cent, as against an AIR of 1,160,000 in Q2. In the Delhi NCR market, the paper has done better, registering a 3.04 per cent growth in AIR to 1,321,000 in Q3.
Dainik Jagran, which is ranked third in both Delhi and Delhi NCR markets, has seen a growth in AIR of 6.34 per cent in Delhi to 704,000 and a growth of 5.09 per cent in Delhi NCR with an AIR of 1,094,000.
On the other hand, Punjab Kesari, which is at No. 4 has registered negative growth both Delhi and Delhi NCR markets. The paper has seen an AIR of 692,000 in Q3, down 7.11 per cent in Delhi, while in the Delhi NCR market, Punjab Kesari has seen a drop of 4.47 per cent in its AIR to 790,000.
Amar Ujala, too, has seen a fall in its AIR in both the markets in this quarter. While in Delhi the fall has been 4.21 per cent to 91,000 AIR, in Delhi NCR the fall in AIR is slightly steeper at 5.66 per cent to 250,000.
NaiDunia and Dainik Bhaskar have achieved positive growth in both the markets. NaiDunia has seen a huge jump of 36.21per cent in its AIR to 79,000 from 58,000 in Q2. Dainik Bhaskar’s growth in Delhi is also an impressive 30.77 per cent – from an AIR of 26,000 in Q2 to 34,000 in this quarter. In the Delhi NCR market, the paper has seen a marginal growth of 0.77 per cent in its AIR at 131,000.
Meanwhile, Rashtriya Sahara has registered negative growth of 21.74 per cent in Delhi with an AIR of 72,000. In Delhi NCR, the fall is 21.15 per cent to 82,000 from an AIR of 104,000 in the previous 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.]
Our typical marketing budget is usually 10 per cent of the topline spend
Perfumes are invisible and these new ads from Skinn create a story out of this