IRS 2013: newspapers see a dip

By 30 Jan 2014

The Indian Readership Survey's July-December 2013 report, which was released on 28 January, showed a decline in readership for majority of the top 10 publications.

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Although a note from Paritosh Joshi, chairman of IRS technical committee appealed that the new results should not be compared with the older ones, as this release is the first since the new vendor, Nielsen, was appointed in early 2013, and the new IRS has several features that distinguish it from the previous edition, the results managed to create quite a stir.

The survey was jointly conducted by the Media Research Users Council (MRUC) and the Research Studies Council of India (RSCI), and covered a sample size of more than 2,35,000 households.

The survey revealed the following results for the top ten competitors: 

Publication Oct-Dec 2012 Jul- Dec 2013 Rank
      2013 2012
Dainik Jagran  1,63,70,000 1,55,30,000 1 1
Hindustan 1,22,50,000 1,42,50,000 2 3
Dainik Bhaskar 1.44.20.000 1,28,60,000 3 2
Malayala Manorma 97,70,000 85,70,000 4 4
Daily Thanthi 73,30,000 81,60,000 5 8
Rajasthan Patrika 68,40,000 76,70,000 6 9
The Times of India 76,20,000 72,40,000 7 7
Amar Ujala 84,30,000 71,00,000 8 5
Mathrubhumi 63,30,000 61,40,000 9 10
Lokmat 73,10,000 56,00,000 10 6
         

According to the survey, Dainik Jagran retained the top stop in spite of its significant decrease in readership which was as 1,55,30,000 as compared to 1,63,70,000 last year.

Hindi daily Hindustan which is published by Hindustan Media Ventures, a subsidiary of HT Media, gained a position to be the new number two with an increased readership of 1,42,50,000.

While Malayala Manorma, the Malayalam daily retained its position at number 4,  the Tamil daily, Daily Thanthi gained positions to stand out at number 5.

Among the English dailies, The Times of India saw a decline in readership from 76,20,000 readers to 72,40,000.

In terms of the distinguishing features, the improved survey carried out by Nielsen was done using DS-CAPI (Dual Screen- Computer Aided Personal Interview) devices for administering and recording all interviews. In the past, the majority of interviews were conducted in the traditional PAPI (Paper And Pen Interview) method. 

The average interview duration was also reduced from over an hour to 30 minutes making it compact, which meant that both interviewer and respondent did not suffer from administration fatigue.


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