IRS Q3 2010: Hindi dailies in positive mode; 13 of top 15 dailies see growth in AIR
Hindi dailies have witnessed a positive growth trend in the third quarter of the Indian Readership Survey (IRS) 2010. As compared to the previous results, 13 of the top 15 dailies have reported growth in readership. Among the top ten Hindi dailies, Haribhoomi (10.96 per cent) and NaiDunia (10.37 per cent) have seen double digit growth in readership.
Dainik Jagran remains the leader among Hindi dailies with an Average Issue Readership (AIR) of 15,950,000 in Q3, a marginal rise of 0.16 per cent from the AIR of 15,925,000 in Q2.
It may be recalled that as per the IRS Q2 2010 results, Dainik Jagran, Dainik Bhaskar and Amar Ujala had seen negative growth. In the current quarter, all three dailies have registered positive growth.
Dainik Bhaskar is at No. 2 with an AIR of 13,488,000, a hike of 1.39 per cent over the Q2 figure of 13,303,000.
The growth story of Hindustan continues in Q3 as well. The paper, which is ranked third, has reported an AIR of 10,839,000 in Q3 as compared to an AIR of 10,143,000, up 6.86 per cent. Hindustan had seen a growth of 2.31 per cent in Q2.
Amar Ujala at No. 4 has seen a 1.97 per cent growth in its AIR – from 8,417,000 in Q2 to 8,583,000 in this quarter.
Rajasthan Patrika is ranked fifth with an AIR of 7,217,000, a growth of 4.59 per cent over the Q2 figure of 6,900,000. At No. 6, Punjab Kesari has received an AIR of 3,499,000, the only paper to register negative growth in AIR among the top 10 Hindi dailies (a decline of 1.74 per cent). With an AIR of 2,532,000, Navbharat Times has maintained its seventh position.
Meanwhile, i-Next (Hindi) is the only other daily among the top 15 Hindi dailies to register a fall in readership – from an AIR of 742,000 to 664,000, a drop of 10.51 per cent.
[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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