IRS Q3 2010: Growth in readership among top publications

Indian Readership Survey for the third quarter seems to be fairly positive with most publications having an increased readership from the previous quarter. Dainik Jagran and Dainil Bhaskar are on the top yet again, followed by Hindustan, Malayalam Manorma and Amar Ujala.

Dainik Jagran has got 15,950,000 AIR (Average Issue Readership), an increase of just 0.16 per cent from its Q2 figures. Dainik Bhaskar received AIR of 13,488,000 as compared to its Q2 figures that were 13,303,000.

Hindustan, a Hindi daily is third in the list with AIR of 10,839,000, which is over a 6 per cent increase. Malayala Manorma having an AIR of 9,927,000 is fourth having only increased by 0.87 percent in this quarter. Amar Ujala has grown by 1.97 per cent in this quarter with an AIR of 8,583,000. The publication had garnered 8,417,000 in Q2 IRS.

In the seventh position, The Times of India has climbed up the ladder with a 2.34 per cent growth, its AIR being 7,254,000. Lokmat, a Marathi Daily has seen a 5.50 per cent increase in its readership figures, from 7,402,000 in Q2 to 7,809,000 in the current quarter.

Daily Thanthi is the only publication in the Top Ten Publications to have declined in their readership. This publication had witnessed a 0.66 per cent increase in its readership in Q2. In the current quarter, with an AIR of 7,245,000 it has slipped to number eighth position with a decline of 2.12 per cent in is readership.

Rajasthan Patrika with an AIR of 6,900,00 in the previous quarter has indicated a 4.59 per cent growth in this quarter. The publication stands at 7,217,000 AIR in Q3.

Having an increased readership of 1.71 per cent compared to the last quarter, Mathrubumi stands at 6,678,000 in the current quarter.

Also it is to be noted that the IRS Analyser has undergone major changes in its protection system, now being more internet savvy. | Janees Antoo [janees(at)adgully.com]