MRUC releases complete IRS Q3 2019 data; Dainik Jagran leads dailies, again

Media Research Users Council (MRUC) has released the full and complete data for IRS Q3 2019, which includes data for Andhra Pradesh. In view of sample shortfall in Andhra Pradesh, MRUC had released IRS Q3 2019 data on December 27, 2019 without Andhra Pradesh. As a result, the industry had to refrain from comparative analysis and from publishing their all India numbers/ rankings. With the Andhra Pradesh data also updated in Q3 2019, IRS users will now be able to publish their all India numbers, and trend studies with previous two quarters of IRS 2019. However, fieldwork in Jammu& Kashmir was affected because of administrative/ political developments. 

The Q3 2019 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. 

As per the report, all media hold on to their loyal consumers despite growth in Internet consumption. Total reach across all media continues to grow. 

Dainik Jagran continues to lead the dailies, garnering Total Readership (TR) of 70,430,000 in IRS Q3 2019, and Average Issue Readership of 17,496,000. The daily saw a decline compared to the readership figures (both TR and AIR) of the preceding two quarters of IRS Q2 2019 and IRS Q1 2019. 

On the other hand, placed in the second spot among dailies, Dainik Bhaskar saw growth. The daily recorded TR of 52,622,000 in IRS Q3 2019 and AIR of 15,426,000. 

Hindustan, the Hindi daily from the HT Media stable was paced third with TR of 51,308,000 and AIR of 14,563,000. The daily has seen decline in this quarter. 

Placed in the fourth spot, Amar Ujala also saw decline in its readership this quarter, with TR of 44,797,000 and AIR of 9,694,000. 

Malayalam daily Malayala Manorama followed in the fifth spot with TR of 17,849,000 and AIR 8,981,000, registering a decline compared to the preceding two quarters. 

The Times of India is the only English daily in the Top 10 list and is placed in the 9^th spot. The daily has seen a slight increase in its readership, garnering TR of 16,986,000 and AIR of 5,821,000. 

Among the English dailies the tussle for the top spot continues between The Times of India and Hindustan Times. The Old Lady of Bori Bunder continued to lead the Mumbai market with TR of 2,776,000 and AIR of 1,292,000. Traditional rival, Hindustan Times was placed second in Mumbai with TR of 1,884,000 and AIR of 859,000. Mumbai Mirror, sister publication of TOI, was placed third with TR of 1,949,000 and AIR of 744,000. 

The situation is reversed in the Delhi market, with Hindustan Times leading the field with TR 2,114,000 and AIR of 1,076,000. The Times of India was placed second with TR of 2,206,000 and AIR of 928,000. The Hindu was placed third with TR of 526,000 and AIR of 187,000. 

The Hindu topped the Chennai market in terms of TR, recorded at 898,000 (AIR 267,000); however, TOI topped the Chennai market in terms of AIR, recorded at 279,000 (TR 846,000).