IRS 2019 Q3: Traditional media consumer base intact despite growth in internet consumption

While internet numbers are promising, data on the rest of the media is reflective of stability in consumption pattern, says the survey

e4m by exchange4media Staff
Updated: Jan 2, 2020 4:04 PM



Traditional media hasn’t lost its loyal clientele to the internet. So, while internet consumption in India is on the rise it hasn’t been a deterrent in growth of other media in Q3 of 2019. According to numbers released by MRUC for IRS 2019 Q3,  the total reach across all media continues to grow.

Internet accessed in last one month of Q3 touched a 35% reach. Q1 and Q2 in 2019 saw 24% and 29% reach of the medium. The urban reach touched 50% and rural 28% in Q3.

Also Read: IRS 2019 Q3: State-wise market leaders for dailies

While internet numbers are promising, data on the rest of the media is reflective of stability in consumption pattern.

Percentage reach of television in the last one month within 12+ aged individuals stood at a total of 76% in Q3 of 2019 against 77% and 76% of first two quarters. The urban reach touched 88% while rural clocked 69% reach in Q3 of 2019.

Newspapers read in the last one month stood at 38% total reach as against 39% in the previous two quarters. For urban, the reach stood at 52% while rural reach touched 31% in Q3. Magazines too just like TV and newspapers saw stability in reach with magazines read in the last one touching 5% in Q3 against 6% in Q1 and 5% in Q2. Urban reach stood at 9% and rural at 3% in Q3 of 2019.

Percentage reach of radio in the same time clocked 21% reach overall in Q3 while urban reach was 30% and rural reach was 16%. Cinema watched stood at a consistent 3% reach in Q3 of 2019 with urban reach at 6% and rural at 2%.

This report is based on a Rolling Average of data from last quarter of IRS2017, 2 quarters IRS 2019 (Q1) and (Q2) and one fresh quarter – Q3 of IRS 2019 and excludes numbers from Andhra Pradesh and Jammu & Kashmir.

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