IRS Q3 2011: Parts of Delhi decoded

The Hindu registers maximum growth in the capital; Mail Today is the only other gainer

BestMediaInfo Bureau | Delhi | December 27, 2011

According to the third quarter results of IRS 2011, 8 out of top 10 newspapers have lost readerships in the National Capital Delhi. While The Hindu has registered the maximum growth in the capital, Mail Today is the only other gainer in this survey.

Overall Delhi:

Hindustan Times continues to lead Delhi market with an AIR of 19.29 lakh in IRS Q3 2011 against 19.48 lakh in the previous quarter. The daily had 19.54 lakh readers in IRS Q1 2011.

HT is closely by The Times of India which has also seen a loss of 22,000 readers in the current survey and recorded 18.88 lakh of AIR against 19.1 lakh in the last round of survey. The daily had an AIR of 18.9 lakh in IRS Q1 2011.

The Times Group's Hindi daily Navbharat Times has lost the readers that it added in the previous quarter. By losing 54,000 readers, it has recorded an AIR of 18.46 lakh compared with 19 lakh in IRS Q2 2011 and 18.53 lakh in IRS Q1 2011.

Hindi daily Hindustan remains to be the fourth largest read newspaper of national capital. Its current AIR stands at 11.06 lakh against 11.24 lakh in IRS Q2 2011 and 11.32 lakh in IRS Q1 2011.

At No.5, Hindi daily Punjab Kesri has also lost 22,000 readers to record an AIR of 7.22 lakh in IRS Q3 2011 compared with 7.44 lakh in the previous quarter and 7.6 lakh IRS Q1 2011.

Dainik Jagran holds the sixth spot in the capital with an AIR of 6.31 lakh in IRS Q3 2011 against 6.66 lakh in IRS Q2 2011 and 6.8 lakh in IRS Q1 2011.

'Mail Today', the compact English daily from India Today Group, is the first gainer so far in Delhi. The daily has recorded an AIR of 2.23 lakh as compared to 2.09 lakh in the previous quarter and 2.21 lakh IRS Q1 2011.

The Economic Times has also registered a marginal loss in the current survey. ET's current AIR stands at 1.86 lakh against 1.92 lakh in IRS Q2 2011 and 1.85 lakh in IRS Q1 2011.

The Hindu has jumped up one position to be the new No.9 daily in the capital. The Chennai based newspaper has added 21,000 readers in the third quarter of IRS 2011 to take its AIR at 1.34 lakh against 1.13 lakh in IRS Q2 2011 and 1.15 lakh in IRS Q1 2011.

After losing a few readers in the current round of survey, Nai Dunia has come down to No.10 position with 1.08 lakh of AIR against 1.26 lakh in IRS Q2 2011 and 1.2 lakh in IRS Q1 2011.

Parts of Delhi:

North Delhi:

North Delhi is ruled by Navabharat Times with no change in AIR over the last quarter. Its current AIR stands at 5.02 lakh which is similar to the previous quarter. The daily had 5.01 lakh of AIR in IRS Q1 2011.

NBT is closely followed by English daily Hindustan Times in this part of Delhi with an AIR of 4.48 lakh against 4.6 lakh in the previous quarter and 4.52 lakh in Q1 2011.

The No.3 newspaper in North Delhi is The Times of India which as lost a few readers in this quarter. TOI has recorded an AIR of 4.01 lakh in IRS Q3 2011 compared with 4.09 lakh readers in the last round of survey and 4.14 lakh readers in IRS Q1 2011.

Despite losing 5,000 readers in the current survey, Punjab Kesri has gone up one position at No.4. Its current AIR stands at 2.35 lakh against 2.4 lakh in in the previous quarter and 2.48 lakh in Q1 2011.

Hindi daily Hindustan now holds 5th spot in North Delhi with an AIR of 2.3 lakh. The daily had 2.4 lakh readers in IRS Q2 2011 and 2.56 lakh in IRS Q1 2011.

Dainik Jagran is at No.6 with 1.44 lakh readers in IRS Q3 2011 while it had 1.46 lakh readers IRS Q2 2011 and 1.5 lakh in IRS Q1 2011.

Mail Today has lost 1,000 readers in this quarter in North Delhi and recorded an AIR of 56,000 against 57,000 in the previous quarter and 55,000 in IRS Q1 2011.

The Economic Times has recorded an AIR of 49,000 in IRS Q3 2011 compared with 54,000 in the previous quarter and 55,000 in IRS Q1 2011.

The Hindu is the only newspaper to add some readers in North Delhi in IRS Q3 2011. Its current AIR stands at 41,000 against 38,000 in the previous quarter and 34,000 in IRS Q1 2011.

At No.10 is Nai Dunia with 33,000 readers in IRS Q3 2011 as compared to 38,000 readers in IRS Q2 2011 and 31,000 in Q1 2011.

South Delhi:

South Delhi has been always a strong hold of Hindustan Times; however, the daily has lost a few readers in this quarter. Its current AIR now stands at 5.97 lakh against 6.1 lakh in Q2 2011 and 6.2 lakh in IRS Q1 2011.

The Times of India has registered slight decline in its readership in South Delhi. It has an AIR of 5.76 lakh in IRS Q3 2011 as compared to 5.86 lakh in the previous quarter and 5.73 lakh in IRS Q1 2011.

Navabharat Times has also lost 15,000 readers in this quarter in South Delhi. Its current AIR now stands at 3.99 lakh against 4.14 lakh in IRS Q2 2011 and 4.04 lakh in IRS Q1 2011.

Hindustan has seen marginal decline in South Delhi for the second consecutive quarter this year. Its current AIR stands at 2.62 lakh as compared to 2.8 lakh in IRS Q2 2011 and 2.89 lakh in IRS Q1 2011.

Dainik Jagran is at No.5 position in South Delhi with an AIR of 1.39 lakh in IRS Q3 2011 against 1.47 lakh in Q2 and Q1.

Punjab Kesri has recorded 1.23 lakh of AIR in the current survey while the daily had 1.22 lakh readers in Q2 2011 and 1.24 lakh readers in Q1 2011.

Mail Today has lost a few readers in South Delhi too in the current round of survey. Its AIR now stands at 54,000 against 59,000 in the previous quarter and 62,000 in IRS Q1 2011.

The Economic Times has lost a few readers in South Delhi this quarter. At No.8, ET has an AIR of 50,000 in IRS Q3 2011 against 53,000 in the previous quarter and 55,000 in IRS Q1 2011.

The Hindu has added a few readers in South Delhi too in RIS Q3 2011. Its current AIR stands at 50,000 against 43,000 in IRS Q2 2011 and 48,000 in IRS Q1 2011.

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 last 2 rounds.

East Delhi:

The Times of India has maintained its leadership in East Delhi; however, the daily has lost a few readers in third quarter of IRS Q3 2011. TOI has recorded an AIR of 4.57 lakh in IRS Q3 2011 as compared to 4.69 lakh readers in IRS Q2 2011 and 4.50 lakh readers in IRS Q1 2011.

The No.2 daily in East Delhi Navbharat Times has also lost readers in the current survey. NBT has an AIR of 4.48 lakh in IRS Q3 2011 against 4.65 lakh in the previous quarter and 4.39 lakh in Q1 2011.

At No.3 in East Delhi is Hindustan Times which has not seen any change in its readership this quarter. Similar to the last round of survey, its current AIR stands at 3.41 lakh. It had 3.50 lakh readers in IRS Q1 2011.

Hindi Daily Hindustan is the fourth largest read daily in East Delhi with 2.52 lakh of AIR in IRS Q3 2011 against 2.65 lakh readers in the previous quarter and 2.64 lakh in IRS Q1 2011.

Dainik Jagran has lost a few readers for the second consecutive round in East Delhi. Its AIR stands at 1.88 lakh in IRS Q3 2011 as compared to 1.98 lakh in the last round of survey and 2.16 lakh readers in IRS Q1 2011.

Punjab Kesri has recorded an AIR of 1.21 lakh in IRS Q3 2011 compared with 1.3 lakh in the previous quarter and 1.24 lakh in IRS Q1 2011.

Mail Today has jumped up 2 positions to become the No.7 daily in East Delhi by adding 10,000 readers in the third quarter of IRS 2011. The compact daily has 46,000 readers in IRS Q3 2011 against 36,000 readers in Q2 and Q1 of IRS 2011.

Nai Dunia holds 8th spot in this part of national capital with 35,000 readers in IRS Q3 2011 against 40,000 readers in the previous quarter and 47,000 readers in IRS Q1 2011.

The Economic Times has lost 9,000 readers in East Delhi this quarter. ET has 32,000 readers in IRS Q3 2011 compared with 41,000 readers in the previous quarter and 36,000 readers in Q1 2011.

The Hindu has made it to the top 10 list in East Delhi with an AIR of 19,000 in IRS Q3 2011.

West Delhi:

Hindustan Times remains a distant leader in West Delhi where the daily has added a few readers in this quarter. HT has recorded an AIR of 5.43 lakh in IRS Q3 2011 against 5.38 lakh in IRS Q2 2011 and 5.28 lakh readers in IRS Q1 2011.

HT is followed by Navbharat Times which has registered a de-growth of 23,000 readers in the current survey. NBT's current AIR now stands at 4.96 lakh compared with 5.19 lakh in the second quarter of IRS 2011 and 5.1 lakh readers in IRS Q1 2011.

The Times of India has made some progress in West Delhi and added a few readers in this quarter. TOI has recorded an AIR of 4.55 lakh in IRS Q3 2011 against 4.46 lakh in the previous quarter and 4.52 lakh in IRS Q1 2011.

Hindi daily Hindustan added 24,000 readers to take its AIR at 3.63 lakh in IRS Q3 2011. The newspaper had 3.39 lakh readers in IRS Q2 2011 and 3.23 lakh in IRS Q1 2011.

Punjab Kesri holds the fifth position in West Delhi with average issue readership of 2.43 lakh in IRS Q3 2011 against 2.51 lakh in IRS Q2 2011 and 2.65 lakh in IRS Q1 2011.

After a steady growth from past few quarters, the No.6 daily of West Delhi Dainik Jagran has seen a slight degrowth in this quarter. Its current AIR now stands at 1.6 lakh as compared to 1.76 lakh in the previous quarter and 1.67 lakh in IRS Q1 2011.

Mail Today has added 19 per cent readers this quarter in West Delhi. Its current AIR now stands at 68,000 as compared to 57,000 in the previous quarter and 69,000 in IRS Q1 2011.

The Economic Times has also added 12,000 readers in this area. ET's current AIR stands at 55,000 as compared to 43,000 in IRS Q2 2011 and 40,000 in IRS Q1 2011.

At No.9, Nai Dunia has recorded an AIR of 28,000 in IRS Q3 2011 against 34,000 in the previous quarter and 31,000 in IRS Q1 2011.

The last position is held by The Hindu which has added a few readers to take its AIR at 23,000 in IRS Q3 2011 as compared to 19,000 in the last round of survey.

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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 even calculate and compare cost-benefits of dailies based on the AIR figure. Hence, it is perhaps the most relevant to study readership trends as well in terms of AIR.

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