Hindustan Times is at No. 2, followed by The Hindu and Mumbai Mirror
BestMediaInfo Bureau | Delhi | January 28, 2014
The MRUC (Media Research Users Council) along with RSCI (Research Studies Council of India) today announced the launch of the all new IRS (Indian Research Survey). The new IRS conducted by Nielsen puts The Times of India at the top followed by Hindustan Times at No. 2. DNA and New Indian Express have not found a place in top 10.
The Times of India remains the most read English daily with an AIR of 72.53 lakh in the new IRS.
India’s second most read English daily, Hindustan Times, has registered an AIR of 43.35 lakh in the current survey.
The Hindu has also held its No. 3 position. The daily has recorded an AIR of 14.73 lakh.
Mumbai Mirror, from the TOI stable, is at No. 4 position with an average issue readership of 10.84 lakh.
At No. 5 is ABP Group’s ‘The Telegraph’ which stands at an AIR of 9.37 lakh.
The Economic Times is at No. 6. The financial daily has recorded an AIR of 7.22 lakh in the new IRS.
At No. 7 is new entrant Mid-Day with an AIR of 5 lakh.
No. 8 has also a new entrant in Deccan Herald with 4.58 lakh of AIR.
The Tribune is at No. 9 position with an AIR of 4.53 lakh.
Deccan Chronicle has registered an AIR of 3.37 lakh.
|Top 10 English dailies|
|Title||AIR (IRS 2013)||IRS (IRS Q4 2012)|
|The Times Of India||72,53,000||76,15,000|
|The Economic Times||7,22,000||7,35,000|
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.