National Readership Survey (NRS) 2005 has fielded 179 supplement titles in top eight metros to include information in the second set of data it has released. Names like Bombay Times and Chitra Prabha comes to the fore here, when data on top supplements on parameters like percentage of main issue’s Average Issue Readership (AIR) and ranked by absolute AIRs is seen.
Sam Balsara, Chairperson, National Readership Studies Council (NRSC) pointed out that in the growing print market, there was a need for any media expert to be aware of the various vehicles that were present today. “Supplements are a very important part of news readership today and many have a readership of their own,” he stressed.
Adding to this, Partha Rakshit, Managing Director, ACNielsen, explained that at present, data on supplement readership was presented as a static excel file, unlike the rest of the data, that could be toyed with as per the need of the professional.
He explained, “It is still in the experimental stage and we are looking for industry response here before we can make it a regular feature like the rest of the data provided in NRS.”
ACNielsen’s Badrinath Nuggehalli threw more on the light on the various points that came across in a closer look at supplements. Some of the top lines show that the reach of supplements varies between 25 per cent and 40 per cent of the main issue readership, reiterating the importance that these have in any news consumption.
Data further points out that the differences are sharp along city lines, that is, readers in Hyderabad show the highest inclination to read supplements while those in Delhi, Pune and Ahmedabad show the lowest inclination. Also, the topics of highest interest are education and careers. Compared to that, city-specific supplements garner lower readership.
Informing more on the methodology of readership measurement, Badrinath said, “The readership of supplements of dailies was measured in the top eight metros – Mumbai, Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Pune and Ahmedabad. To give a broad line, any reading material that was physically separate from the main issue, had a distinctly separate mast-head and a separate advertising rate card is defined as a supplement.”
He further pointed out that readership questions were administered even to individuals who were not readers of the main issue and that both Average Issue Readership (AIR) and Claimed Readership (CR) were estimated.
Top 10 supplements ranked by per cent of main issues’ AIR (Exc Hyderabad)
In the case of supplements ranked by percentage of main issue AIR, Badrinath said, “This list doesn’t include Hyderabad market, as the supplement readership is very high there and all the slots would be taken by that Deccan Chronicle and Eenadu alone.”
Kannada Prabha’s Chitra Prabha tops the list in Bangalore. The supplement readership is 59 per cent. This is followed by ToI’s Bombay Times and Elanyar Malar from Dinamani at 54 per cent each. The fourth slot too belongs to Dinamani’s supplement Velli Mani, which has a 52 per cent of main paper’s AIR.
Daily Thanthi takes the fifth and the sixth slots for Velli Malar and Nyayar Malar at 50 per cent and 47 per cent, respectively. Kreede from Prajavani and Krida Prabha from Kannada Prabha are both at 43 per cent. ABP’s Rabibarshoriyo takes the ninth slot at 41 per cent, while Loksatta is at number ten for its supplement Chaturang.
Top 10 supplements ranked by AIR
Looking at absolute AIRs, Education Times from ToI is on the top of the list, followed by Times Ascent and Life from ToI again. The AIRs that the three offer are 1,382,000 (Education Times), 1,373,000 (Times Ascent) and 1,173,000 (Life).
ToI is on number five again with Bombay Times with an AIR of 8,70,000. The fourth slot has been taken by ABP’s Rabibashoriyo with an AIR of 1,122,000. Daily Thanthi’s Velli Malar is at number six, Patrika from ABP at number seven and Nyayir Mala from Daily Thanthi again at number eight, giving 8,62,000, 8,43,000 and 8,27,000, respectively. ToI and ABP are back again to claim number nine and ten spots with their supplements Times Property (814) and Kolkata (601).