Despite growing digital penetration, print has done well: Reactions to IRS 2019Q3

MRUC’s (Media Research Users Council) IRS 2019Q3 data showcases that multimedia consumption is the order of the day, with each medium holding on to their loyal consumers. Overall media reach has grown, with digital leading the growth trajectory. 

As reported earlier, the 2019Q3 data is a rolling average of the last quarter of IRS 2017 (Q4) and three quarters of IRS 2019 (Q1+Q2+Q3). IRS 2019Q3 fieldwork covers August 2019 through November 2019. In view of sample shortfall in Andhra Pradesh, the IRS Technical Committee has decided to release IRS 2019Q3 data excluding AP, as of now. 

Industry Speak 

In the Kerala market, Malayala Manorama and Mathrubhoomi are the top two Malayalam dailies, leading both total readership (TR) and average issue readership (AIR). 

Malayala Manorama has recorded TR of 17,596 in 2019 Q3, a tad lower than 17,867 in 2019 Q2. In terms of AIR, the daily has seen readership of 8,874 in 2019 Q3, as compared to 9,530 in 2019 Q2. 

Commenting on the latest round of IRS data, Varghese Chandy, VP – Marketing & Advertising Sales, Malayala Manorama, said, “In Kerala, there is a slight drop in the readership (AIR). However, the TR remains more or less   the same for us. The incessant rains for the last 2 years have caused a drop in readership. Also, this is a correction as the 2017 figures are taken off in this report. So, we are hopeful that in the coming quarters, AIR also will be positive.” 

Meanwhile, Mathrubhoomi is placed second in terms of TR and AIR among Malayalam dailies, securing TR of 12,545 in 2019 Q3, compared to 13,095 in 2019 Q2. 

According to MV Shreyams Kumar, Joint Managing Director, Mathrubhumi, “Print media continues to be stable and balanced in its growth trajectory. The report suggests that total reach across media platforms continues to grow. Our radio station, Club FM, became No. 1 FM station in Kerala, with 49.54 lakh listeners, which is a testament to the loyalty of our constituents in the brand, which trust we are beholden to repay by continuously upgrading content.” 

Meanwhile, DD Purkayastha, MD and CEO, ABP, remarked, “IRS Q3 2019 results have been very encouraging for the print industry. Despite the growth in digital penetration, print has done well on its own. We have seen overall improvement in the SEC profile over the last two quarters and English content consumption has also gone up. In the West Bengal market, ABP’s dominance continues in the regional language space, while TT continues to be the unputdownable choice in the English print space. This leadership bestows upon us a renewed sense of responsibility to keep delivering relevance to our readers and add value to their lives based on a foundation of trust and authenticity.” 

Speaking about the Maharashtra market, Karan Darda, Executive Director, Lokmat Media Group, said, “In Maharashtra, Lokmat’s growth in readership numbers is a testimony to our stand of having a robust circulation, supported by the cutting edge editorial and focused market initiatives. I am satisfied with the growth in IRS 2019/Q3 results for Maharashtra over IRS 2019/Q1, Q2 and IRS 2017 results. Above all, we owe this position of unchallenged leadership to our readers.”