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IRS Q1 2011: Hindi Dailies in Delhi/NCR

Marginal decline in readership of Navabharat Times, Hindustan and Dainik Jagran; Punjab Kesri and Nai Dunia jump up high.

BestMediaInfo Bureau | Delhi | June 20, 2011

According to the Indian Readership Survey data released for the first quarter of IRS 2011, Hindi daily ‘Navbharat Times’ continues to be the distant leader in the national capital. After adding 76,000 readers in last quarter, NBT has seen a slight decline in IRS Q1 2011 and recorded an AIR of 18.53 lakh as compared to 18.71 lakh in IRS Q4 2010 and 16.9 lakh in IRS Q1 2010. In Delhi and NCR, the paper has recorded total AIR of 19.64 lakh in current survey as compared to 19.68 lakh in the previous quarter. In NCR, with an AIR of 1.11 lakh, the paper holds 3rd position after Dainik Jagran on top and Hindustan at 2nd position.

In IRS Q1 2011, NBT has recorded an AIR of 5.01 lakh in North Delhi (5.22 lakh in Q4 2010), 4.04 lakh in South Delhi (4.07 lakh in Q4 2010), 4.39 lakh in East Delhi (4.5 lakh in Q4 2010) and 5.1 lakh in West Delhi (4.92 lakh in Q4 2010). The paper is the largest read Hindi daily in all 4 parts of Delhi while it remains on top in North Delhi among all languages newspaper.

Hindi daily ‘Hindustan’ has been growing exponentially all over the Hindi speaking markets but the paper has seen more than 3% decline in Delhi in IRS Q1 2011. Its current AIR now stands at 11.32 lakh as compared to 11.69 lakh in IRS Q4 2010 and 11.89 in IRS Q1 2010. Combining Delhi and NCR, Hindustan’s readership adds up to 13.16 lakh in this quarter as compared to 13.40 lakh in previous quarter.

In IRS Q1 2011, Hindustan has recorded an AIR of 2.56 lakh in North Delhi (2.7 lakh in Q4 2010), 2.89 lakh in South Delhi (3.07 lakh in Q4 2010), 2.64 lakh in East Delhi (2.88 lakh in Q4 2010) and 3.23 lakh in West Delhi (3.04 lakh in Q4 2010).

Punjab Kesri’ has strengthened its position at No. 3 by adding 3.1% readers in IRS Q1 2011 over the last quarter. By adding 45,000 readers, it had replaced Dainik Jagran in previous quarter to become Capital’s No.3 Hindi daily. Punjab Kesri’s current AIR stands at 7.6 lakh in the current quarter as compared to 7.37 lakh in IRS Q4 2010 and 7.5 lakh in IRS Q1 2010. Combining Delhi and NCR, the paper has an AIR of 8.33 lakh as compared to 8.20 lakh in the previous quarter.

In IRS Q1 2011, Punjab Kesri has recorded an AIR of 2.48 lakh in North Delhi (2.31 lakh in Q4 2010), 1.24 lakh in South Delhi (1.30 lakh in Q4 2010), 1.24 lakh in East Delhi (1.43 lakh in Q4 2010) and 2.65 lakh in West Delhi (2.33 lakh in Q4 2010). It has recorded 73,000 readers in NCR this quarter as compared to 83,000 readers in IRS Q4 2010.

‘Dainik Jagran’, nation’s largest read daily is the 4th largest read daily in Delhi while it remains on the top in NCR; however Dainik Jagran is the third largest read daily in Delhi and NCR combined. In IRS Q1 2011, Jagran has recorded an AIR of 6.80 lakh in Delhi, 3.84 lakh in NCR and 10.63 lakh in Delhi and NCR combined. The paper has added 29,000 readers over the year in Delhi.

In IRS Q1 2011, Dainik Jagran has recorded an AIR of 1.5 lakh in North Delhi (1.57 lakh in Q4 2010), 1.47 in South Delhi (1.52 lakh in Q4 2010), 2.16 lakh in East Delhi (2.33 lakh in Q4 2010) and 1.67 lakh in West Delhi (1.5 lakh in Q4 2010).

‘Nai Dunia’ has gained significantly in the current quarter and now looks firm at No.5 by adding 21,000 readers. The paper has AIR of 1,20,000 as compared to 99,000 in Q4 of IRS 2010. The paper has seen a growth of more than 150% over the past one year.

Info@BestMediaInfo.com

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