Rajat Arora | Delhi | August 25, 2010
Andhra Pradesh has seen mixed results for the top 10 publications in second quarter of IRS 2010. Where the tow top shots like Eenadu and Sakshi has seen some growth, the dailies like Vartha and Andhra Bhoomi have been in the loss of more than 28% readers in just one quarter.
No. 1 Telugu daily â€˜Eenaduâ€™ has strengthened its top position by gaining 2.26 lakh readers in IRS Q2 2010. With a growth rate of 3.9%, its current AIR stands at 60.87 lakh as compared to 58.61 lakh in IRS Q1 2010.
Telugu Daily â€˜Sakshiâ€™ has also strengthened its position at No.2 with 1.6% growth by adding 74,000 readers in the current survey. It has recorded an AIR of 46.38 lakh as compared to 45.64 lakh in last survy findings.
The 3rd major player in Andhara Pradesh, â€˜Andhra Jyothiâ€™ has registered a marginal decline of 1.6% in the second quarter of IRS 2010. Its current AIR stands at 23.68 lakh as compared to 24.06 lakh in IRS Q1 2010.
Vartha has been losing its ground dramatically in second quarter of IRS 2010 and registered a sharp decline of 28%. Its AIR now stands at 8.94 lakh as compared to 12.41 lakh in the last survey findings. Despite of losing 3.47 lakh readers in this quarter, it has managed its 4th spot in the state.
â€˜Deccan Chronicleâ€™ has gained 4.4% to remain the fifth largest read daily in the state. Its current AIR stands at 7.86 lakh in IRS Q2 2010 as compared to 7.53 lakh in the last quarter.
â€˜The Hinduâ€™ has grown up to one position despite the fact that the newspaper has not added any new reader in the second quarter. The Hindu has climbed to No.6 position because of disappointing performance by Andhra Bhoomi. The current AIR of The Hindu stands at 3.25 lakh in IRS Q2 2010.
â€˜Andhra Bhoomiâ€™ has recorded a record decline in its readership in the current survey findings. It has lost 28.9% readers in the second quarter of IRS 2010 and slipped to the 7th spot in the state. Its current AIR stands at 2.44 lakh as compared to 3.43 lakh in the previous quarter.
â€˜The Times of Indiaâ€™ has gained 3% in Andhra Pradesh also according to the average readership data released for second quarter of IRS 2010. Remaining firm at No.8 position, it has recorded an AIR of 1.38 lakh.
By gaining 13.7% readers in Q2, â€˜Andhra Prabhaâ€™ has strengthened its position at No.9 to take its AIR at 1.16 lakh.
At No.10 position in the state is â€˜Suryaâ€™ with 79,000 readers which has lost 11.4% readers in the current survey findings.
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 periodicity â€“ 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 â€˜realâ€™ or â€˜regularâ€™ readership, especially for newspapers, most of which have been read / â€˜consumedâ€™ 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.