IRS Q2 2011: Parts of Delhi decoded

A look at the consolidated readership of top 10 dailies and their readerships in parts of Delhi

BestMediaInfo Bureau | Delhi | October 14, 2011

National Capital Delhi is lead by Hindustan Times from last 6 continuous rounds of Indian Readership Survey. Let's take a look at the consolidated readership of top 10 dailies and their readerships in parts of Delhi.

Consolidated readership in Delhi:

Hindustan Times remains on the top with an AIR of 19.48 lakh in IRS Q2 2011 as compared to 19.54 lakh in the previous survey and 19.61 lakh in IRS Q2 2010.

HT is closely followed by The Times of India with 19.1 lakh readers in the current round of survey. The daily had an AIR of 18.9 lakh in the previous quarter and 18.85 lakh in IRS Q2 2010.

The Times Group's Hindi daily Navbharat Times has added 2.5 per cent readers in this quarter over the last round of survey. NBT has an AIR of 19 lakh in IRS Q2 2011 as compared to 18.53 lakh in the previous quarter and 17.24 lakh in IRS Q2 2010. The daily has grown by 10.2 per cent in the past one year.

Despite losing a few readers in this quarter, Hindi daily Hindustan remains to be the fourth largest read newspaper of national capital. The daily has an AIR of 11.24 lakh in IRS Q2 2011 as compared to 11.32 lakh in the previous quarter and 11.6 lakh in IRS Q2 2010.

At No.5, Hindi daily Punjab Kesri has lost a few readers to take its AIR at 7.44 lakh in IRS Q2 2011 as compared to 7.6 lakh in the previous quarter and 7.45 lakh in IRS Q2 2010.

The No.6 position is held by Dainik Jagran with an AIR of 6.66 lakh as compared to 6.8 lakh in the previous quarter and 6.62 lakh in IRS Q2 2010.

'Mail Today', the compact English daily from India Today Group, has lost 5.4 per cent readers in this quarter. The daily has recorded an AIR of 2.09 lakh in IRS Q2 2011 as compared to 2.21 lakh in the previous quarter and 2.03 lakh in IRS Q2 2010.

The Economic Times has registered a growth of 3.8 per cent in the current survey to take its AIR at 1.92 lakh as compared to 1.85 lakh in the previous quarter and 1.86 lakh in IRS Q2 2010.

The No.9 newspaper of Delhi is Nai Dunia which has grown by 117.2 per cent in the past one year to take its AIR at 1.26 lakh in IRS Q2 2011 as compared to 1.2 lakh in the previous quarter and 58,000 in IRS Q2 2010.

The last in the top 10 list is English daily The Hindu with an AIR of 1.13 lakh as compared to 1.15 lah in the previous quarter and 1.02 lakh in IRS Q2 2010.

Parts of Delhi:

North Delhi:

North Delhi is ruled by Navabharat Times with current AIR of 5.02 lakh as compared to 5.01 lakh in the previous quarter and 4.82 lakh in IRS Q2 2010.

NBT is closely followed by English daily Hindustan Times in this part of Delhi with 4.6 lakh readers. HT had 4.52 lakh readers in Q1 2011 and 4.31 lakh readers in Q2 2010 in North Delhi.

The Times of India comes at No.3 position in North Delhi with 4.09 lakh readers in this survey as compared to 4.14 lakh readers in the previous quarter and 4.01 lakh readers in IRS Q2 2010.

Hindi daily Hindustan holds the 4th spot in North Delhi with an AIR of 2.4 lakh in IRS Q2 2011 as compared to 2.56 lakh in the previous quarter and 2.85 lakh in IRS Q2 2010. The daily has lost 15.8 per cent readers in the past one year in this part of Delhi.

Punjab Kesri's current AIR stands at 2.4 lakh in North Delhi this quarter as compared to 2.48 lakh in the previous quarter and 2.18 lakh in Q2 2010.

Dainik Jagran is at No.6 with 1.46 lakh readers in North Delhi as compared to 1.5 lakh in the previous quarter 1.42 lakh in IRS Q2 2010.

Mail Today has added 2,000 readers in this quarter in North Delhi to take its AIR at 57,000. The compact English daily had 50,000 readers in Q2 2010.

The Economic Times has grown by 31 per cent in the last one year in North Delhi and recorded an AIR of 54,000 as compared to 55,000 in the previous quarter and 41,000 in Q2 2010.

The Hindu has also added a few readers in this survey. Its current AIR stands at 38,000 as compared to 34,000 in the previous quarter and 39,000 in Q2 2010.

At No.10 is Nai Dunia with 38,000 readers as compared to 31,000 in Q1 2011 and 10,000 in Q2 2010.

South Delhi:

South Delhi has been always a strong hold of Hindustan Times. The daily has recorded an AIR of 6.1 lakh in Q2 2011 as compared to 6.2 lakh in the previous quarter and 6.29 lakh in Q2 2010.

The Times of India has recovered its losses in previous quarter in this part of Delhi this quarter and recorded 5.86 lakh readers as compared to 5.73 lakh in the previous quarter and 5.96 lakh in Q2 2010.

Navabharat Times has added a few readers in South Delhi too. The daily has current AIR of 4.14 lakh as compared to 4.04 lakh in the previous quarter and 4.01 lakh in IRS Q2 2010.

Hindustan has seen marginal decline in South Delhi also. Its current AIR stands at 2.8 lakh as compared to 2.89 lakh in the last round of survey and 3.08 lakh in Q2 2010.

Dainik Jagran is at No.5 position in South Delhi with an AIR of 1.47 lakh. The paper has not seen any change in the readership in this quarter while it had an AIR of 1.36 lakh in Q2 2010.

Punjab Kesri has recorded 1.22 lakh of AIR in the current survey while the daily had 1.24 lakh readers in Q1 2011 and 1.44 lakh in Q2 2010.

Mail Today has lost a few readers in South Delhi in IRS Q2 2011 and its AIR now stands at 59,000 as compared to 62,000 in the previous quarter. The compact English daily had 60,000 readers in Q2 2010.

Unlike North Delhi, The Economic Times has lost a few readers in South Delhi this quarter. At No.8, ET has an AIR of 53,000 as compared to 55,000 in the previous quarter and 56,000 in IRS Q2 1010.

After gaining readers in South Delhi in a few rounds of surveys, The Hindu has lost a few readers this quarter. Its current AIR stands at 43,000 as compared to 48,000 in the previous quarter and 30,000 in IRS Q2 2010.

At No.10 in South Delhi is Hindi daily Rashtriya Sahara with 19,000 readers. The daily has not seen any change in readership over the last round of survey.

East Delhi:

The Times of India remains the largest read newspaper in East Delhi with 4.69 lakh readers in IRS Q2 2011. The daily had 4.50 lakh readers in the previous quarter and 4.36 lakh in Q2 2010.

Navbharat Times is closely following TOI with an AIR of 4.65 lakh. In Q1 2011, NBT had 4.39 lakh readers and in Q2 2010, it had recorded 4.2 lakh readers.

At No.3 in East Delhi is Hindustan Times with readership of 3.41 lakh as compared to 3.50 lakh in the previous quarter and 4.30 lakh in IRS Q2 2010.

Hindi Daily Hindustan is the fourth largest read daily in East Delhi with 2.65 lakh readers. The paper has added 1,000 readers in this quarter while it had an AIR of 2.75 lakh in IRS Q2 2010.

Dainik Jagran has lost a few readers in the current round of survey to record an AIR of 1.98 lakh in East Delhi. It had 2.16 lakh readers in the previous quarter and 2.62 lakh readers in IRS Q2 2010.

By adding 6,000 readers in this quarter, Punjab Kesri has taken its AIR at 1.3 lakh. The Hindi daily had 1.65 lakh readers in IRS Q2 2011.

Like other parts of Delhi, The Economic Times has grown its readership in East Delhi also. ET has 41,000 readers in the current round of survey as compared to 36,000 readers in Q1 2011 and 43,000 in IRS Q2 2010.

Nai Dunia holds eighth spot in this part of national capital with 40,000 readers. It had recorded 47,000 readers in the previous quarter and 25,000 readers in IRS Q2 2010.

There has been no change in the readership of Mail Today in East Delhi in the second quarter of IRS 2011. The compact daily has 36,000 readers. It had an AIR of 37,000 in IRS Q2 2011.

Hindi daily Amar Ujala is at No.10 with 23,000 readers in East Delhi in the current survey as compared to 26,000 readers in the previous quarter and 53,000 readers in IRS Q2 2010.

West Delhi:

Like South Delhi, Hindustan Times rules West Delhi also with average issue readership of 5.38 lakh in IRS Q2 2011. HT had 5.28 lakh readers in the previous quarter and 4.7 lakh in Q2 2010. Thus, it has grown by 14.5 per cent in last one year.

HT is followed by Navbharat Times which has recorded an AIR of 5.19 lakh in the second quarter of IRS 2011. NBT had 5.1 lakh readers in the previous quarter and 4.21 lakh readers in Q2 2010.

The Times of India is the distant No.3 player in this part of national capital with 4.46 lakh readers. TOI had 4.52 lakh readers in the previous quarter and 4.51 lakh readers in IRS Q2 2010.

Hindi daily Hindustan had been steadily growing in West Delhi on quarter on quarter basis. Its current AIR stands at 3.39 lakh as compared to 3.23 lakh in the previous quarter and 2.92 lakh in Q2 2010.

Punjab Kesri holds the fifth position in West Delhi with average issue readership of 2.51 lakh in IRS Q2 2011 as compared to 2.65 lakh in the previous quarter and 2.18 lakh in Q2 1010.

The No.6 newspaper of West Delhi Dainik Jagran is also growing consistently in the area. The paper has grown by 44.3 per cent in the past one year. Its current AIR now stands at 1.76 lakh as compared to 1.67 lakh in the previous quarter and 1.22 lakh in Q2 2010.

Mail Today has lost 17.4 per cent readers this quarter in West Delhi. Its current AIR now stands at 57,000 as compared to 69,000 in the previous quarter and 56,000 in Q2 2010.

The Economic Times has added a few readers in this area too. ET's current AIR stands at 43,000 as compared to 40,000 in the previous quarter.

At No.9, Nai Dunia has registered 100 per cent growth in past one year. The paper has taken its AIR at 34,000 while it had 31,000 in the previous quarter and 17,000 in IRS Q2 2010.

The last position is held by The Hindu which has not seen any change in the readership over the last quarter. Its current AIR stands at 19,000.

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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 a matter of daily habit. Conventionally, media planners calculate and compare cost-benefits of dailies based on the AIR figure. Hence, it is perhaps most relevant to study readership trends in terms of AIR.

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