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IRS Q2 2010: Complete Analysis On English Dailies

Rajat Arora | Delhi | August 23, 2010

With a marginal growth in the average issue readership (AIR) data, ‘The Times of India’ continues to be the largest read English daily of the country. The results released for the second quarter of IRS 2010 show that TOI has gained 53,000 readers to take its AIR at 70.88 lakh as compared to 70.35 lakh in IRS Q1 2010.

However, ‘Hindustan Times’ has seen marginal dip in its readership in second quarter of 2010, although it remains undisputed at No. 2 position. It has registered the AIR of 34.53 lakh as compared to 34.67 lakh in IRS Q1 2010.

‘The Hindu’ has strengthened its No. 3 position by gaining some readers in this quarter. Its current AIR stands at 21.85 lakh as compared to 21.59 lakh in the previous quarter.

‘The Telegraph’ is firm at No. 4 position which it has conquered in last quarter by replacing Deccan Chronical. It has added 7,000 readers to its AIR which now stands at 12.11 lakh. In the 1st quarter of 2010, it had added 54,000 readers as compared to previous results.

After losing 48,000 readers and 4th spot in the first quarter of IRS 2010, ‘Deccan Chronicle’ has registered growth in this quarter. By adding 28,000 readers in Q2, its current AIR stands at 11.52 lakh as compared to 11.24 lakh in last survey results.

DNA has bounced back incredibly and jumped up 2 positions to become the No.6 English daily of the country. It had slipped one position to No.8 in first quarter by losing 76,000 readers. In IRS Q2 2010, the English daily has added 1.19 lakh readers to take its AIR at 8.36 lakh as compared to 7.17 lakh in last survey.

‘Mumbai Mirror’ has lost its 6th position to DNA along with 45,000 readers. It has recorded an AIR of 7.86 lakh as compared to 8.31 lakh in last quarter.

At No.8 position is ‘The Economic Times’ with a marginal decline of just 7,000 readers in the second quarter of IRS 2010. Its current AIR stands at 7.53 lakh as compared to 7.60 lakh in last survey.

‘The Tribune’ has maintained its position at No.9 although there is a marginal decline in its AIR. Its current AIR stands at 5.88 lakh as compared to 6 lakh in IRS Q1 2010.

‘The New Indian Express’ remains at 10th spot by losing 19,000 readers in the current survey. It has registered 5.18 lakh of AIR as compared to 5.37 lakh in last quarter.

Average Issue Readership (AIR) of a publication is defined as the number of readers of that publication who have claimed to have last read it within its periodicity – i.e. last read a daily yesterday, a weekly within the last week, a monthly within the last month, etc.

This measure is considered to be a more relevant measure of ‘real’ or ‘regular’ readership, especially for newspapers, most of which have been read / ‘consumed’ as matter of daily habit. Conventionally, media planners even calculate & compare cost-benefits of dailies based on the AIR figure. And hence it is perhaps most relevant to study readership trends as well in terms of AIR.

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