IRS 2019 Q1: Print readership on the rise
The dailies have added 1.8 crore additional readers since IRS 2017, while magazines are stronger with 90 lakh more readers
Although Internet has seen the sharpest increase in reach among 12+ individuals followed by Television, Print has remained strong and steady, according to the Indian Readership Survey (IRS) Q1 2019, released by Media Research Users Council (MRUC).
Quashing speculations about the Print story taking a beating with the Digital landscape evolving at a lightning speed, Print has shown an upward trajectory.
The dailies have added 1.8 crore additional readers since IRS 2017, while magazines added 90 lakh readers. While Print media is declining globally, India is the only country where there has been a growth registered across all mediums.
According to the IRS report, Hindi dailies have added 1 crore readers to take the total to 18.6 crore readers. The regional dailies now have 21.1 crore readers, following the addition of 0.8 crore readers. Rural has contributed 0.5 crore readers while the remaining 0.3 crore has come from urban areas. The English dailies have added 0.3 crore readers with the entire growth coming from urban India.
The Average Issue Readership (AIR) for all dailies has declined to 16.1 per cent from 16.6 per cent. The total readership has increased marginally to 37.3 per cent from 36.8 per cent. The average issue readership has declined for both Hindi and regional dailies while it has remained unchanged for English dailies. The total readership has registered an increase across the three categories.
According to the key findings of the IRS 2019 Q1, online newspaper readership has grown 5 per cent on an all-India basis. Magazines also reported increased readership of 8.7 crore, which is 90 lakh more than the numbers in the last survey in 2017.
The percentage of individuals who have read newspapers in the last one month has remained unchanged at 39 per cent at an overall and urban level. In rural, the percentage has increased by a per cent to 32 per cent. Magazines, cinema, and radio too have reported an increase in consumption.
Among English daily newspapers, The Times of India has retained its number one position. With a total readership of 1,52,36,000 in IRS 2019 Q1 against 1,30,45,000 of total readership in IRS 2017. The Hindu is at the second spot followed by The Economic Times at the third. Mumbai Mirror and The Indian Express have got fourth and fifth positions in terms of total readership.
However, it is to be noted that the data for The Hindustan Times for English/Hindi has not been included as the numbers are being reviewed and its ranking is expected to be updated shortly. This may lead to changes to the rankings.
Among Hindi dailies, Dainik Jagran has retained the top position with a total readership of 7,36,73,000 compared with 7,03,77,000 of total readership in IRS 2017. Dainik Bhaskar has become the second-largest read daily after overtaking Amar Ujala. Their TR has grown to 5,14,05,000 in IRS 2019 Q1 against 4,51,05,000 in IRS 2017. Amar Ujala’s TR in IRS 2019 Q1 stood at 4,76,45,000, up from 4,60,94,000 of TR in IRS 2017.
Dainik Jagran, Dainik Bhaskar, Amar Ujala, Rajasthan Patrika and Prabhat Khabar are the top five Hindi dailies in terms of total readership and average issue readership.
Among the regional newspapers, the top dailies in terms of total readership are Asomiya Pratidin (Assamese), Anandabazar Patrika (Bengali), Gujarat Samachar (Gujarati), Vijay Karnataka (Kannada), Malayala Manorama (Malayalam), Lokmat (Marathi), Sambad (Oriya), Jag Bani (Punjabi), Daily Thanthi (Tamil), Eenadu (Telugu), and Inquilab (Urdu). The English and Hindi versions of India Today are the most read magazines in the country. They are followed by Samanya Gyan Darpan, Vanitha (Malayalam) and Pratiyogita Darpan (Hindi).
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