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IRS 2009 R2: TOI overtakes HT to lead in Delhi; shows growth in the market

25-November-2009
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IRS 2009 R2: TOI overtakes HT to lead in Delhi; shows growth in the market

The Indian Readership Survey (IRS) 2009 R2 data, released on November 23 show The Times of India pipping Hindustan Times to the post in Delhi and registering a 3.63 per cent growth in the average issue readership (AIR) numbers in the process. HT, on the other hand, has shown a decline of 2.86 per cent in its AIR.

The Times of India has an AIR of 2,025,000 in the latest round of IRS, as compared to 1,954,000 in IRS 2009 R1. Hindustan Times, which had topped Delhi in IRS 2009 R1 with an AIR of 1,991,000, has registered an AIR of 1,934,000 in R2.

Following the top two dailies in the Delhi market is Mail Today at a distant third position with an AIR of 194,000, up by about 3 per cent from the 2009 R1 figures of 187,000.

The AIR numbers of Metro Now has registered a steep fall of 35 per cent in its 2009 R2 AIR at just 95,000, as against an AIR of 146,000 in 2009 R1. It is followed by Mid-Day (English), which has shown an AIR of 14,000 in the latest round of IRS.

The Indian Express has a dip in AIR of almost 3 per cent from 34,000 in 2009 R1 to 33,000 in Round 2.

TOI is leading in the Delhi plus Urban Environments market as well. Here, too, TOI has registered a 3 per cent increase – from the 2,198,000 of last round to 2,265,000 in this round. HT, which claims the second spot in this market as well, has dropped by 3 per cent. The publication now stands at an AIR figure of 2,141,000.

Mail Today is again a very distant third, but the publication has seen growth in this market cut as well. Mail Today has increased from an AIR figure of 187,000 to 194,000. Metro Now has dropped by 35 per cent in this market as well, and the readership figure now is at 95,000. The change in the nature of the publication that became a weekly before there was conversation of closing down the paper completely appears to have contributed to the sharp fall in Metro Now’s numbers.

A further break-up of the Delhi market shows TOI leading in South, East and West Delhi, while HT continues to lead in North Delhi.

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