IRS 2012 Q3: Hindi dailies improve performance
Seven of the top 10 Hindi dailies have registered growth in AIR. Prabhat Khabar sees steepest rise, adding 140,000 readers in Q3
Seven of the top 10 Hindi dailies have registered growth in Average Issue Readership (AIR) as per the Indian Readership Survey data for 2012 Q3, released by the Media Research Users Council (MRUC) on January 29, 2013. The order of the dailies remains unchanged from the previous quarter.
Dainik Jagran continues to lead the list with an increase in Q3 AIR at 16,474,000, adding 45,000 readers during the quarter. Dainik Bhaskar follows with an AIR of 14,491,000, up from 14,448,000 in Q2, adding 43,000 readers. Placed in third position, Hindustan, too, has seen growth this quarter, garnering an AIR of 12,242,000.
However, Amar Ujala has seen a decline in its AIR from 8,608,000 in IRS 2012 Q2 to 8,536,000 in Q3.
On the other hand, it’s a growth story for Rajasthan Patrika, Punjab Kesari, Prabhat Khabar and Navbharat Times. While Rajasthan Patrika has added 62,000 readers this quarter, taking its AIR to 6,818,000, Punjab Kesari has registered an AIR of 3,364,000 in Q3, adding 17,000 readers. Prabhat Khabar has seen the steepest climb among Hindi dailies, garnering an AIR of 2,761,000 in Q3, up from 2,621,000 in Q2, adding 140,000 readers during the quarter. Navbharat Times, too, has seen growth, reporting an AIR of 2,639,000 in IRS 2012 Q3.
Both Patrika and Nai Dunia have seen decline in readership. Patrika lost 21,000 readers during the quarter, bringing its Q3 AIR down to 2,051,000. Nai Dunia’s Q3 AIR has dipped to 1,553,000. The paper lost 16,000 readers during the quarter.
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