IRS 2019 Q4: Top publications retain lead positions
While the first five players in most categories have remained consistent in terms of their rankings, Daily Thanthi and Lokmat at the sixth and seventh positions have both seen an increase in their TR
The IRS 2019 Q4 released on Friday shows publications which have been holding the top ranks in the Indian Readership Survey continue to maintain the lead.
The Q4 data, which covers a sample of 3,27,661 Indian households, shows Dainik Jagran continues to be the most read Hindi newspaper in the country while Times of India retains its numero uno position in the English category.
In fact, even the top five players in most categories be it English and Hindi dailies or magazines have remained consistent to a large extent.
While Dainik Jagran clocked a TR (Total Readership) of 68667 in Q4 against 70430 in the previous quarter, TOI has witnessed a growth in its TR from 2776 in Q3 to 2894 in Q4 in the Mumbai market.
Dainik Bhaskar stood at 52429 against 52622 in Q3. The third most circulated daily Hindustan recorded a TR of 49890 in Q4, in Q3 it stood at 51308. Amar Ujala that had a TR of 44797 in Q3 saw a TR of 44196 in this quarter. At the 5th position is Daily Thanthi with a TR of 26314. In Q3 it had recorded a TR of 25758.
Interestingly, Lokmat though at the sixth and seventh positions saw an increase in their TR. Lokmat clocked a TR of 22343 in Q4 against Q3’s 21765.
Amongst the English dailies in the Mumbai market, TOI was followed by Hindustan Times which has also seen a jump in its total readership from 1884 to 2042 in Q4. HT has maintained its lead in Delhi, followed by TOI. However, in the Delhi market, The Hindu has witnessed a rise in its TR between the two quarters of Q3 and Q4 with the number growing from 526 to 545.
Coming to the Hindi market, in Uttar Pradesh, the top five spots were occupied by Dainik Jagran, Amar Ujala, Hindustan, Aj and Navbharat Times. In Bihar, Hindustan, Dainik Jagran, Dainik Bhaskar, Prabhat Khabar and Aj are among the top five names.
In Chennai, TOI again led the chart followed by The Hindu with both papers registering a growth in TR. In the Kolkata market, both Telegraph and TOI, the top 2, have seen a growth in numbers.
Moving on to other large markets, in Kerala Malayala Manorama, Mathrubhumi, Deshabhimani, Madhyamam and Kerala Kaumudi are among the top five dailies. In Maharashtra, Lokmat, Sakal, Pudhari, Punya Nagari and Maharashtra Times have taken the top five spots.
In West Bengal, Ananda Bazar Patrika, Bartaman, Ei Samay, Uttar Banga Sambad and Sangbad Pratidin have maintained their foothold as the most read dailies in Q4.
Taking stock of the readership trends for magazines, India Today (English), India Today (Hindi), Samanya Gyan Darpan, Vanitha (Malayalam), Pratiyogita Darpan (Hindi) are among the top five.
Surge of the internet
The Q4 study has highlighted that internet continues to gain in numbers with more number of internet users (last 1 month) in rural than in the urban markets. The study also shows that radio listenership has been growing with TV viewing too showing growth even on a very big base. However, newspaper readership has seen a slow decline with the trend being across Hindi, English and regional markets.
The IRS Q4 2019 report is a rolling average of four quarters starting December 2018 to March 2020. All interviews for IRS have been conducted using the DS-CAPI (Dual Screen CAPI) methodology. This methodology brings significant reductions to non-sampling errors in the survey. Devices used are tablets for both main as well as dual screen.
In IRS 2019 Q4, the reporting units were as follows:
- All India - Urban/Rural
- Individual States
- Socio-Cultural Regions (SCRs)
- 94 Independent & 101 Clustered Districts
- Population Strata at an All India level
- All towns with a population of 5 Lakh and above
- 2 towns with a population of 2 to 5 Lakh
- Delhi, Mumbai, Kolkata & Chennai being reported at zone level
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