All top 4 dailies grow in the second quarter of IRS 2011; steady growth for Sakshi
BestMediaInfo Bureau | Delhi | October 5, 2011
Publications in Andhra Pradesh have improved their performance in IRS Q2 2011 in comparison to Q1 when only one newspaper out of the top 10 dailies had seen some growth. This quarter all top 4 dailies have improved their Average Issue Readership (AIR).
No.1 Telugu daily Eenadu has recorded a marginal growth of 0.7 per cent in the second quarter of IRS 2011 but it has lost 2.3 per cent of its readers in the past one year. Its current AIR stands at 59.5 lakh compared with 59.08 lakh in the previous quarter and 60.87 lakh in IRS Q2 2010.
Telugu daily Sakshi has further strengthened its position at No.2 with a marginal growth of 1.4 per cent growth in the current survey. It has recorded an AIR of 50.56 lakh in IRS Q2 2011 against 49.88 lakh in the last survey and 46.38 lakh in IRS Q2 2010. Sakshi has recorded an overall growth of 9 per cent over the second quarter of last year.
The 3rd major player in Andhara Pradesh, Andhra Jyothi, has seen some growth in this quarter after losing readers in the past few quarters. The daily has added 1.6 lakh readers in IRS Q2 2011 to take its AIR at 21.1 lakh compared with 20.04 lakh in the previous quarter and 23.68 lakh in IRS Q2 2010. Andhra Jyoti has lost 11 per cent readers over Q2 2010.
The largest read English daily of the state, Deccan Chronicle, has held on to its 4th spot firmly in IRS Q2 2011. By adding 7,000 readers Deccan Chronicle has recorded an AIR of 7.42 lakh in IRS Q2 2011 against 7.42 in the previous quarter and 7.86 lakh in IRS Q2 2010. Thus, DC has lost just 5.6 per cent readers over the year.
Vartha is rapidly shrinking in the state and the paper has lost 61.5 per cent readers in the past one year. The daily has recorded an AIR of 3.44 lakh compared with 3.62 lakh in the previous quarter and 8.94 lakh in IRS Q2 2011.
The sixth largest daily in AP, The Hindu, has recorded an AIR of 2.96 lakh in IRS Q2 2011. It has lost 1,000 readers this quarter; however, the paper has registered an overall loss of 8.9 per cent over the last year.
At No.7 is Andhra Bhoomi which has lost 4.5 per cent readers in IRS Q2 2011 but added 3.7 per cent readers over the same quarter last year. Its current AIR stands at 2.53 lakh against 2.65 lakh in the previous quarter and 2.44 lakh in IRS Q2 2010.
At No.8, The Times of India has added a few readers in the state in Q2 of IRS 2011. It has recorded an AIR of 1.26 lakh compared with 1.12 lakh in the last quarter and 1.38 lakh in IRS Q2 2011.
After losing 23 per cent readers in the first quarter of IRS 2011, Andhra Prabha has again lost heavily in the current survey round. Now, it has lost by 13.2 per cent over the previous quarter and 9.5 per cent over IRS Q2 2010. Its current AIR stands at 1.05 lakh against 1.21 lakh in the previous quarter and 1.16 lakh in IRS Q2 2010.
At No.10 position in the state is Siasat with 70,000 readers.****************************** 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.