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IRS Q3 2010: Dismal show by dailies in Delhi; numbers head south

03-December-2010
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IRS Q3 2010: Dismal show by dailies in Delhi; numbers head south

Most English dailies have seen a decline trend in AIR as per the IRS Q3 2010 results. Only two out of the top 13 dailies have recorded a positive growth. Hindustan Times, The Times of India and Mail Today continue to dominate the charts in the English daily space.

Hindustan Times, while it maintains its leadership position in Delhi, has recorded a drop of 2.40 per cent in its Average Issue Readership (AIR) – from 1,961,000 in Q2 to 1914,000 in this quarter.

The Times of India is at No. 2 spot and has also seen a decline in AIR. The daily has recorded an AIR of 1,856,000 in Q3 as against 1,885,000 in the previous quarter, a decline of 1.54 per cent.

Mail Today and The Economic Times are ranked third and fourth, respectively in Delhi. Both have also recorded a drop in AIR figures in this quarter. While Mail Today has seen a marginal dip of 0.99 per cent, The Economic Times has seen a drop of 2.15 per cent. Mail Today’s Q3 AIR stands at 210,000, while that of The Economic Times stands at 182,000 in this quarter.

Mint is at fifth position. The business daily has seen a positive growth in AIR of 11.21 per cent at 119,000 in Q3. The Hindu at No. 6 is the only other daily among the top 13 to have recorded positive growth. The paper has seen an AIR of 107,000 in Q3, up 4.90 per cent from the AIR figure of 102,000 in Q2.

Meanwhile, The Financial Express has suffered the heaviest causality as it recorded a steep drop of 46.15 per cent in its AIR – from 13,000 in Q2 to 7,000 in this quarter. Hindu Business Line has recorded the second steepest fall in AIR of 38.89 per cent – from 18,000 in the previous quarter to 11,000 in Q3. Mid-Day, too, has seen a fall of 38.89 per cent in AIR to 9,000 from 13,000 in Q2.

[The mentioned readership figures are Average Issue Readership (AIR) figures, Total Readership (TR) may vary. After various discussions with advertisers and media buyers, as a policy exchange4media uses only AIR numbers.]

 

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