IRS 2019 Q3: Uttar Pradesh loses largest number of readers in two quarters

The Indian Readership Survey’s third-quarter results for 2019 show that the top three Hindi dailies of India’s largest state Uttar Pradesh have lost the largest number of readers in the last two quarters.

While the combined loss in average issue readership of three dailies in Q3 over Q1 has been 16%, HT Media’s Hindi daily Hindustan suffered the maximum loss of readership and its No. 2 position. Q1’s No. 2 newspaper with 99,91,000 AIR, Hindustan witnessed 24% degrowth and slipped to 76,26,000 in Q3. Hindustan lost 23,65,000 readers in two quarters.

However, the drop in readership of Hindustan over the previous quarter was 7.7% as it had recorded 82,60,000 of AIR in IRS 2019 Q2.

India’s No. 1 newspaper Dainik Jagran is the largest read daily of Uttar Pradesh also, but it lost 21,06,000 average issue readers since Q1. The daily recorded an AIR of 99,71,000 in Q3, down 17% from 1,20,77,000 in IRS 2019 Q1.

When compared with the previous quarter, Dainik Jagran’s AIR dropped by 3.5% from 1,03,36,000 in Q2.

Amar Ujala has become No. 2 Hindi daily of Uttar Pradesh with an AIR of 77,32,000, down 4.4% from 80,88,000 in Q1, and down 4.2% from 80,73,000 in Q2.

Total readership:

Interestingly, Hindustan has lost minimum readers in two quarters when it comes to total readership on one month recall. The daily had a TR of 2,72,97,000 in Q3, down 4.6% from 2,86,14,000 in Q1, and down 3% from 2,81,41,000 in Q2.

On the other hand, Amar Ujala, which lost minimum AIR in two quarters, suffered the most when it comes to the total readership. The daily remained at No. 2 with 3,57,76,000 TR, down 6.8% from 3,83,72,000 in Q1, and down 5.4% from 3,78,15,000 in Q2.

Dainik Jagran remains No. 1 in Uttar Pradesh in terms of total readership as well. The daily recorded an AIR of 3,87,58,000, down by 5.3% from 4,09,19,000 in Q1, and down by 3.8% from 4,02,90,000 in Q2.

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