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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

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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.

Top 10 Language dailies
Title AIR (IRS 2013) IRS (IRS Q4 2012)
Malayala Manorama

85,65,000

97,60,000

Daily Thanthi

81,56,000

73,34,000

Mathrubhumi

61,36,000

63,34,000

Lokmat

56,01,000

73,13,000

Ananda Bazar Patrika

55,15,000

57,50,000

Eenadu

53,80,000

59,72,000

Gujarat Samachar

43,39,000

51,14,000

Divya Bhaskar

37,70,000

-

Sandesh

37,24,000

-

Daily Sakal

37,07,000

44,69,000

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.

IRS 2013: English magazines
Title AIR (IRS 2013) IRS (IRS Q4 2012)
India Today

15,31,000

14,80,000

Pratiyogita Darpan

5,83,000

4,31,000

The Sportstar

5,43,000

-

General Knowledge Today

5,40,000

9,93,000

Outlook

4,52,000

4,51,000

Competition Success Review

4,44,000

6,70,000

Readers Digest

3,62,000

9,58,000

Filmfare

2,76,000

-

Diamond Cricket Today

2,71,000

-

Business Today

2,64,000

4,03,000

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.

IRS 2013: Hindi magazines
Title AIR (IRS 2013) IRS (IRS Q4 2012)
Pratiyogita Darpan

14,92,000

19,02,000

Saras Salil

11,60,000

13,12,000

India Today

11,51,000

9,88,000

SamanyaGyan Darpan

11,32,000

17,74,000

Grih Shobha

9,79,000

8,66,000

Jagran Josh Plus

7,81,000

-

Cricket Samrat

6,52,000

10,24,000

Meri Saheli

5,89,000

11,58,000

Grehlakshmi

5,21,000

8,65,000

Sarita

4,76,000

-

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.

IRS 2013: Language magazines
Title Language AIR (IRS 2013)
Vanitha Malayalam

27,62,000

Manorama Thozil Veedhi Malayalam

10,12,000

Mathrubhumi Arogya Masika Malayalam

9,28,000

Mathrubhumi Thozhilvartha Malayalam

8,74,000

Grihalakshmi Malayalam

8,26,000

Kumudam Tamil

7,69,000

Malayala Manorama Malayalam

6,61,000

Kungumam Tamil

6,58,000

Balarama Malayalam

6,21,000

Karmasangsthaan Bengali

6,14,000

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.

Info@BestMediaInfo.com

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