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IRS 2017: Daily Thanthi, Lokmat, Malayala Manorama command highest regional readership

19-January-2018
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IRS 2017: Daily Thanthi, Lokmat, Malayala Manorama command highest regional readership

The latest Indian Readership Survey (IRS) 2017 has once again reiterated the power of the regional press. The survey covered a full year sample size of 3.2 lakh households, a sample size increase by an unprecedented 34 per cent over the previous edition of the study in 2014.

Among the regional players, Tamil newspaper Daily Thanthi and Marathi daily Lokmat command highest readership followed by Malayala Manorama . According to IRS 2017 data, Daily Thanthi is the largest read language daily in the country.

Telugu daily Eenadu is the fourth largest read language daily followed by Bengali newspaper Anandabazar Patrika at No. 5. Tamil daily Dinakaran, Malayalam daily Mathrubhumi, Gujarati daily Gujarat Samachar, Tamil daily Dinamalar and Marathi daily Daily Sakalare are also among India’s top10 regional dailies.

Among regional magazines, Malayalam fortnightly magazine Vanitha continued to be the largest read regional language magazine in the country with a huge margin, according to the latest readership survey IRS 2017; the total readership of the magazine stood at 61,26,000.

The No. 2 magazine is Tamil Weekly AnandaVikatan, which had not featured in the top-10 list of regional language magazines in IRS 2014.
Malayalam monthly Mathrubhumi Arogya Masika is at No. 3 followed by Tamil weekly Kumudam at No. 4 and Malayalam Weekly Mathrubhumi Thozhilvartha is at No. 5.

The latest IRS 2017 Report also offers new readership metrics. Apart from the standard and well-established Average Issue Readership metric, one can now look at data from the perspective of Total Readership (TR), and Readership of publications by timeframes of Last seven days and Last three days. These new metrics have been introduced to provide a true representation of the changing consumption habits among Newspaper readers.

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