IRS 2019 Q2: Print puts up a fight with stable TR and slight fall in AIR
While consumption of news on digital platforms is on the rise, publications have shown consistency in their readership patterns
Even with digitisation of newsrooms and readership habits, publications show consistency in their readership patters, according to the latest Indian Readership Survey (IRS) data released by Media Research Users Council (MRUC). While consumption of news on digital platforms is on the rise, print is putting up a steady fight.
The data reveals that the Total Readership (TR) of publications remains steady while the Average Issue Readership (AIR) saw a marginal decline in the second quarter of the calendar year 2019.
The TR (read in L1M) in the ‘Any Hindi Dailies’ category remains consistent at 17 per cent, while the TR in the ‘Any English Dailies’ band saw a marginal rise to 3 per cent in Q2, compared to 2.9 per cent in Q1. The ‘Any Regional Dailies’ TR, according to IRS 2019 Q2, stood at 19 per cent against the 20 per cent of IRS 2019 Q1.
The TR for all categories in Urban and Rural divisions also stood exactly where it was in the first quarter, except for the ‘Any English Dailies’ category in the rural market where it again grew from 0.7 per cent to 0.8 per cent.
There are few unmissable trends if we look at the cumulative numbers of IRS data of Q1 and Q2. Unlike IRS 2019 Q1, where there was a rise in AIR of regional and Hindi dailies, in 2019 Q2, the percentage of Hindi dailies has fallen from 7.1 to 6.7 per cent, while that of regional dailies has fallen from 8.4 to 8.1 per cent. As it turns out, the AIR of Hindi dailies in urban markets has fallen from 10.5 per cent to 10.1 per cent between IRS data of Q1 and Q2. AIR of regional dailies in urban markets, on the other hand, has fallen from 14.1 per cent to 13.5 per cent in the same time frame.
Coming to dailies that led the show in Q2, Dainik Jagran, inspite of seeing a drop in TR between Q1 and Q2 from 73673000 to 72559000 and AIR from 20256000 to 18146000, topped the list of top publications. Jagran was followed by Hindustan, Dainik Bhaskar, Amar Ujala and Daily Thanthi.
In the English category in Mumbai and Delhi, the Times of India stood out as the top publication followed by Hindustan Times, except for Chennai and Kolkata, where the second and third spots were taken by Hindu and Telegraph respectively.
The IRS 2019 Q2 data is a rolling average of the last two quarters of IRS 2017 (Q3+Q4) and the first two quarters of IRS 2019 (Q1+Q2). IRS 2019 Q2 fieldwork covers April 2019 through July 2019. The reporting sample size for this data is 3.36 lakh households.For more updates, be socially connected with us on
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