IRS 2013: Malayala Manorama is No. 1 Language daily; India Today tops English magazines

Among Language magazines, the top 5 magazines are all Malayalam magazines. Vanitha leads the category with a huge margin. Pratiyogita Darpan continues to lead Hindi magazines followed by Saras Salil

BestMediaInfo Bureau | Delhi | January 29, 2014

The Media Research Users Council (MRUC) along with Research Studies Council of India (RSCI) released the all-new IRS (Indian Research Survey) yesterday. According to the toplines for Language dailies in India, Malayalam daily Malayala Manorama remains the largest read language daily in the country closely followed by Tamil daily Daily Thanthi. There is a big gap in average issue readership of the No. 2 and No. 3 daily. Malayalam daily Mathrubhumi sits at No. 3 closely followed by Marathi daily Lokmat, Bengali daily Anand Bazar Patrika and Telugu daily Eenadu.

If one were to club all dailies across all languages including English and Hindi, Malayala Manorama would clock in at No. 4. Dainik Jagran is the absolute numero uno among dailies across all languages.

Among the top 10 English magazines in India, India Today is the distant leader with a margin of about 10 lakh readers from the No. 2 magazine, Pratiyogita Darpan. The Sportstar, Dimond Cricket Today and Filmfare are new entrants in the top 10 club where The Week, Stardust and Wisdom could not find a place.

The list of top 10 Hindi magazines in IRS 2013 has two new entrants – Jagran Josh Plus and Sarita. They come in at the cost of Champak and Vanitha. Pratiyogita Darpan continues to lead Hindi magazines followed by Saras Salil, India Today Hindi and Samanya Gyan Darpan.

Among Language magazines, the top 5 magazines are Malayalam magazines with a total of seven Malayalam magazines in the top 10. Vanitha leads the list with a huge margin from the No. 2 magazine, Manorama Thozil Veedhi.

If one were to compare absolute readership figures of all magazines all languages including English and Hindi, Vanitha is the supremo in the magazine genre.

MRUC has claimed that the new IRS follows a completely new methodology equipped with modern technology and is much more robust with enhanced data quality. MRUC has also cautioned against trending or comparing IRS 2013 data with previous rounds due to the changes in methodology and questionnaire administration. MRUC will release data on quarterly basis starting IRS 2014.

With a sample size of over 2.35 lakh, the new Readership Survey – conducted now by global market research agency AC Nielsen – is one of the most robust readership studies in the world. For the first time, the entire interview was conducted on double-screen CAPI (Computer Aided Personal Interview) to ensure the best quality and secure data collection with the effective use of technology.

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