IRS Q3 2011: Parts of Mumbai decoded

Complete analysis of top 10 dailies in Greater Mumbai and their readership trend in four other parts of the financial capital

BestMediaInfo Bureau | Delhi | December 26, 2011

While Hindustan Times continues growing in the financial capital of India, DNA and Mumbai Mirror are other English dailies to add new readers in the third quarter of IRS 2011. Among Marathi dailies, Lokmat and Navkal have registered growth in the city.

Let's take a look at the consolidated readership of the top 10 dailies in Mumbai and their readership in different parts of the city.

Overall Mumbai

The Times of India leads the Mumbai market with a huge margin; however, the daily has registered a loss in its average issue readership for the second consecutive quarter. TOI recorded an AIR of 15.35 lakh as compared to 15.88 lakh in the previous quarter and 16.05 lakh in IRS Q1 2011.

Marathi daily Maharashtra Times remains the No. 2 daily in Mumbai despite losing some readers again in IRS Q3 2011. Its current AIR stands at 9.47 lakh against 9.65 lakh in IRS Q2 2011 and 10.2 lakh in IRS Q1 2011.

The tabloid from the TOI stable, Mumbai Mirror, has added a few readers in its AIR in IRS Q3 2011. Its current AIR stands at 7.54 lakh as compared to 7.49 lakh in the last round of survey and 7.69 lakh Q1 2011.

The second most read English daily of Mumbai, Hindustan Times, continues with its growth story in the city. Its current AIR stands at 7.51 lakh against 7.16 lakh in the previous quarter and 6.88 lakh in IRS Q1 2011.

According to the average issue readership in IRS Q3 2011, DNA has grown by more than 4 per cent to take its AIR at 6.8 lakh as compared to 6.53 lakh in the previous quarter and 6.44 lakh in IRS Q1 2011.

Indian Express Group's Marathi daily Loksatta has seen a marginal loss in its AIR in IRS Q3 2011. Its current AIR stands at 6.02 lakh as compared to 6.1 lakh in the previous quarter and 6.52 lakh in IRS Q1 2011.

The No. 1 Marathi daily, Lokmat, has recorded an AIR of 5.58 lakh in IRS Q3 2011 against 5.32 lakh in the previous quarter and 5.6 lakh in IRS Q1 2011.

After losing some readers in the last round of IRS, Navakal has seen growth in this quarter. The daily has recorded an AIR of 5.12 lakh has compared to 4.7 lakh in the previous quarter and 5.08 lakh in the IRS Q1 2011.

Mumbai City:

Mumbai City or South Mumbai is ruled by The Times of India. TOI has an AIR of 2.64 lakh in IRS Q3 2011 against 2.62 lakh in the previous quarter and 2.61 lakh in IRS Q1 2011.

Maharashtra Times remains the No. 2 daily in this part of Mumbai with an AIR of 2.05 lakh in IRS Q3 2011 as compared to 1.93 lakh in IRS Q2 2011 and 1.89 lakh in IRS Q1 2011.

Mumbai Mirror has an AIR of 1.4 lakh in IRS Q3 2011 compared with 1.32 lakh in the previous quarter and 1.5 lakh in IRS Q1 2011.

Hindustan Times too has recorded 1.4 lakh readers in IRS Q3 2011 against 1.25 lakh readers in IRS Q2 2011 and 1.18 lakh in IRS Q1 2011.

HT is closely followed by Loksatta in Mumbai City with 1.36 lakh readers in IRS Q3 2011.

DNA has added 13 per cent more readers in this quarter to take its AIR at 1.3 lakh in IRS Q3 2011 against 1.15 lakh in the previous quarter and 1.11 lakh in IRS Q1 2011.

Navakal has added 35,000 readers in Mumbai City in the current round of survey to take its AIR at 1.03 lakh as compared to 68,000 readers in the previous quarter. It had 60,000 readers in IRS Q1 2011.

Mumbai Western Suburb:

The Times of India's maximum readership comes from Mumbai Western Suburb where it has an AIR of 5.76 lakh in IRS Q3 2011 against 5.84 lakh in IRS Q2 2011 and 5.86 lakh in IRS Q1 2011.

Mumbai Mirror has an AIR of 2.72 lakh in this part of the city against 2.65 lakh in the previous quarter and 2.7 lakh in IRS Q1 2011.

Maharashtra Times, has an AIR of 2.53 lakh in IRS Q3 2011 compared with 2.57 lakh in the previous quarter and 2.93 lakh in IRS Q1 2011.

DNA grows by 6.1 per cent again in Western Suburb to take its AIR at 2.25 lakh against 2.12 lakh in the previous quarter and 2.04 lakh in IRS Q1 2011.

Hindustan Times has an AIR of 1.95 lakh in IRS Q3 2011 as compared to 1.94 lakh readers in IRS Q2 2011 and 1.81 lakh in IRS Q1 2011.

Loksatta has added 9,000 readers in the third quarter of IRS 2011 and recorded 1.47 lakh of AIR against 1.36 lakh in the previous quarter and 1.48 lakh in IRS Q1 2011.

Mid-day (English) has added 19,000 readers in Western Suburb and recorded an AIR of 1.15 lakh in IRS Q3 2011. The daily had an AIR of 96,000 in the previous survey and 93,000 in IRS Q1 2011.

Mumbai Eastern Suburb:

Like other parts of Mumbai, The Times of India remains the distant leader in the Eastern Suburb as well. However, TOI is losing its readers gradually in this part of city from past 2 consecutive quarters. It has an AIR of 2.64 lakh in IRS Q3 2011 against 2.73 lakh in the previous quarter and 2.77 lakh in IRS Q1 2011.

Maharashtra Times remains the second largest read daily here with an AIR of 1.73 lakh as compared to 1.82 lakh in the previous quarter and 1.84 lakh in IRS Q1 2011.

Like other parts of city, Hindustan Times is growing in Eastern Suburb too. HT has recorded an AIR of 1.66 lakh in IRS Q3 2011 against 1.55 lakh the previous quarter and 1.5 lakh in IRS Q1 2011.

Lokmat has an AIR of 1.21 lakh in IRS Q3 2011 against 1.18 lakh in the previous quarter and 1.17 lakh in IRS Q1 2011.

Mumbai Mirror's current AIR stands at 1.19 lakh as compared to 1.26 lakh in IRS Q2 2011 and 1.41 lakh in IRS Q1 2011.

Mumbai Choufer has 1.18 lakh readers in this part of city in IRS Q3 2011. It had 1.16 lakh readers in the previous quarter and 1.19 lakh readers in IRS Q1 2011.

DNA has registered 7 per cent growth in the Eastern Suburb and recorded an AIR of 1.11 lakh in IRS Q3 2011 as compared to 1.04 lakh in the previous quarter and 1.06 lakh in IRS Q1 2011.

DNA is followed by Navakal with 1.09 lakh readers in the current survey against 1.02 lakh readers in the previous quarter. The daily had an AIR of 1.19 lakh in IRS Q1 2011.

Navi Mumbai:

Like all other parts of Mumbai, The Times of India has registered decline in Navi Mumbai also; however, it remains the clear leader in this part of city with 4.31 lakh readers. It had an AIR of 4.68 lakh in the previous quarter against 4.80 lakh in Q1 2011.

Lokmat has regained its No.2 position in New Bombay in this round of survey. Its current AIR stands at 3.28 lakh against 3.12 lakh in the previous quarter and 3.37 lakh in IRS Q1 2011.

Maharashtra Times has an AIR of 3.16 lakh in IRS Q3 2011. The daily had 3.33 lakh readers in the previous quarter and 3.54 lakh readers in IRS Q1 2011.

By adding a few readers in the current survey, Hindustan Times has recorded an AIR of 2.5 lakh compared with 2.43 lakh in IRS Q2 2011 and 2.4 lakh in IRS Q1 2011.

HT is followed by Mumbai Mirror with an AIR of 2.23 lakh in IRS Q3 2011 against 2.27 lakh in the previous quarter and 2.08 lakh in Q1 2011.

Loksatta has lost heavily in this quarter and recorded an average issue readership of 2.19 lakh against 2.41 lakh in the previous quarter and 2.44 lakh in IRS Q1 2011.

DNA has an AIR of 2.13 lakh in New Bombay in IRS Q3 2011 against 2.22 lakh in the previous quarter and 2.23 lakh in IRS Q1 2011.

Navakal has an AIR of 1.94 lakh in IRS Q3 2011 as compared to 1.82 lakh in IRS Q2 2011 and 1.73 lakh in IRS Q1 2011.

Mumbai Choufer has an AIR of 1.37 lakh in Navi Mumbai in IRS Q3 2011.

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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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