IRS 2008 R2: Understanding Indian DTH Market from IRS Window
Though predominantly a study of readership trends in India, the Indian Readership Survey (IRS) has also thrown significant light on the direct-to-home scenario in the country. <b>Suresh Nimbalkar</b>, Vice President, Hansa Research shares with exchange4media the DTH growth story.
According to market estimates, the monthly number of subscribers added is continuously going up and is now touching five lakh. This makes the growth on a of 60-70 lakh subscriber base in the range of 90 per cent. If we take the annual growth rate, it may be smaller than this number, however, it is evident from these figures that the DTH market is rapidly expanding in India.
In all likelihood, the Indian DTH growth story seems to follow the mobile telephony market. Shortening of adoption rates for new technologies (for example, mobile, Internet, etc.), low initial investment, enhanced user experience, intense competition and high decibel promotions promises to make the transition from cable to DTH at a much faster rate. The current global financial meltdown may lower the growth rates for next 6-12 month, but may not alter the growth path substantially.
Understanding customers and tracking changes in such a dynamic market with a robust research and sample size for market prioritisation, penetration and awareness is a big challenge. That's where the Indian Readership Survey (IRS), conducted jointly by MRUC and Hansa Research, comes to the rescue of the industry. This survey has successfully provided media buying and selling currency to the market continuously for the past 11 years. Continuous nature of the survey ensures that it is free from seasonal peaks and troughs.
On November 4, IRS 2008 R2 findings were released. These findings are based on fieldwork conducted between July 2007 and June 2008. The findings are projected to January 1, 2008 date. As a result, IRS estimate may show a slight underestimation compared to current market figures, particularly after June, during which period competition intensified.
According to IRS 2008 R2, the total number of TV owning households is 103.3 million. Of these, 64 per cent households have Cable & Satellite, whereas 36 per cent households use terrestrial antenna or use TV to view movies (small base, predominantly in rural areas of Uttar Pradesh and Bihar) on DVDs. At 6.5 million, DTH households account for 10 per cent of C&S households. Thus, there is plenty of opportunity for DTH to grow for next few years. With rising income levels and standard of living, C&S is growing at a rate of 19 per cent per annum, thus, providing additional base for DTH operators. The 0.7 million CAS households in metros is the ready market for DTH service providers.
Rural rich rural households were the first to grab the DTH opportunity when it was made available. Fed up with high cabling costs and erratic service by local cable operators, or complete absence of C&S service, rural households latched on to the DTH service. No doubt rural still accounts for 5.28 million households.
The adjacent chart provides DTH subscriber base for all major DTH service providers. DishTV is clearly the market leader with 3.1 million, followed by DD Direct, Tata Sky and Sun Direct. Sun Direct was fielded only in Southern states. The 'Others' includes new/ other players and households which are not sure of the service provider.
Zone-wise analysis of DTH households shows that West zone is leading with 2.24 million households, followed closely by North at 2.16 million. South accounts for 1.16 million households and East, 0.91 million.
Profile of DTH subscribers by urban and rural suggests that apart from Tata Sky, most other players have more or less equal urban-rural split, with urban accounting for 15-19 per cent. Tata Sky is much more urban with 37 per cent subscribers from urban.
IRS enables detailed profiling of DTH subscribers by service providers, demographics, product ownership and usage along with their media consumption. This helps prioritise markets and communicate with the right set of prospects. Future articles will elaborate on these aspects.
Sensing the need for frequent market updates in a rapidly growing market, IRS has created a separate DTH package which is released every six months. This should go a long way in helping the DTH service providers in market planning.
TOP STORIES
IRS 2008 R2: Seven of the top 10 dailies decline on AIR
Prior to the releasing the Indian Readership Survey (IRS) 2008 R2 data, Hansa Research officials had explained that the print medium has grown overall and the trend is driven by the increase in readership of dailies. The average issue readership (AIR) numbers of the IRS 2008 R2, however, has seen seven out of the top 10 dailies lose readership. For many in the industry, this further highlights the broad point that in the changing media scenario, total readership would find some relevance.
The Indian media planners and buyers and advertisers are in no hurry to look at any metric apart from average issue readership (AIR) for making their media buying decisions. Media analysts and research experts have been saying that the changing media scenario, that sees fragmentation increasing by the day, would soon see total readership (TR) become a more apt currency than the AIR. The data users have mixed opinions on this, but AIR numbers don't seem to have good news for many players, even in this round of the IRS.
The Indian Readership Survey (IRS) 2008 R2 numbers show that in the all India AIR figures, of the top ten dailies, seven have registered a decline over the last round. The players that have held their ground include Hindi dailies Dainik Bhaskar and Hindustan and Tamil paper Daily Thanthi. Hindi daily Amar Ujala has seen a very marginal drop in its numbers. (See AIR table below)
This decline movement contradicts the trends that were coming from the TR numbers that the MRUC and Hansa Research had presented to the print fraternity on November 4, 2008.
While MRUC has stated clearly that contrary to what publications expect from them, their mandate is not to show growth in readership but capture the market movement. Hansa Research officials had cited various factors that were leading to a drop in overall readership. Some of the points made were that the youth readership was on a decline, as was readership in almost all SECs with the exception of SEC A.
ShareIRS 2008 R2: MRUC targets 2010 for evolved magazine readership data
Saras Salil leads the top ten magazines chart in India, as per the IRS 2008 R2 data. The average issue readership (AIR) numbers show significant decline for all periodicals. The only player that seems to be holding on to its numbers is Hindi monthly Pratiyogita Darpan. MRUC officials divulge that the proposed new readership data for the magazine industry is not expected to be in place till 2010.
While highlighting the various growth patterns across genre that the Indian Readership Survey (IRS) 2008 R2 has shown, Hansa Research's Ashok Das informed that magazines continued to see a tremendous decline in readership. Both the total readership (TR) and average issue readership (AIR) metrics were seeing a drop in the case of magazines - the latter declining much sharper than the former. The AIR numbers see the top ten players shifting positions. Hindi fortnightly Saras Salil continues to dominate the overall chart of all India AIR numbers. Malayalam fortnightly Vanitha follows. English weekly India Today (English) is on the number three position. These three players are on the same position as the top ten numbers in the IRS 2008 R1.
However, Hindi monthly Pratiyogita Darpan has climbed up and takes the number four position in this round. Tamil weekly Kumudam follows. (See all India magazine readership table below)
The Great Magazine Debate
Magazine readership has evoked various debates in the industry. One of the most vocal points made by magazine publishers is that magazines as a genre differ on various grounds from dailies. This is one reason why the measurement for magazines should take the difference into cognizance unlike the current prevalent structure of one-size-fits-all.
The Media Research Users Council (MRUC) had even initiated dialogue with the Indian Newspapers Society (INS) to work together on various aspects, magazines measurement leading the agenda over a year back. When asked on why any relevant measures for magazine measurement were not in place already, Sabina Solomon, GM, MRUC, divulged that given the amount of work that needed to be done and the energies that needed to be invested on this subject, a relevant magazine measurement system would not be in place before 2010.
Solomon added, "There is a lot that has to be done to be able to measure magazines aptly in the changing media scenario. We were not even looking at IRS 2008 or even 2009 to be able to action these changes. You would see them only in 2010." She explained that the dialogue with INS was an on-going one on the subject. She noted, "MRUC is an industry body too and hence, technically, we don't need to go to any other industry body to proceed with any research improvements that we have to make. However, we have been in active conversation with an industry bodies like the INS since we believe that they would have a considered view on the use of data and a relevant future, and we can get a collective view from them."
Bringing the overall media consumption habits to light here, Solomon attempted to put things in perspective on the drastically dropping numbers. She said, "There is a general decline in media consumption. At an individual level, there is fragmentation taking place and people are consuming lesser media in many cases. The situation requires us to take stock of the changing media landscape, as an industry, and then pave a way forward."
Other media may be showing declining trend, but the trend is most highlighted in magazines. In the total readership metric too, magazines have not done very well but needless to say, at least better than AIR.
IRS 2008 R2: AIR Vs TR - publishers perplexed
Most newspapers and magazines have taken more than the usual time to crunch data in IRS 2008 R2 when the data CDs reached media houses on November 5. The MRUC and Hansa Research have changed some of the crucial aspects of the data, and unlike in the previous rounds, where the fronting metric was average issue readership (AIR) numbers, in this round, total readership (TR) takes charge. The feedback from the print fraternity varied from sheer confusion to rage; some are still coming to terms with the changes. MRUC explained that this was done to bring "cross-media parity in measurement".
The Media Research User's Council and Hansa Research that together bring out the Indian Readership Survey (IRS) have effected a very crucial change in the data beginning IRS 2008 R2, which is the 20th round of the data. Unlike the previous rounds of the IRS, where the average issue readership (AIR) was the primary metric used for the various analyses, in this round, total readership (TR) is the clear front for all. The AIR numbers are still available when the Planning Module of the data is seen. However, there was a panic attack of sorts when the various research teams first got the data CDs.
Frantic phone calls and discussions took place in a matter of minutes on MRUC and Hansa "discontinuing the supply of AIR numbers". As the day progressed however, and MRUC and Hansa officials were contacted, the publishers were informed that AIR was available. The run was not as simple as the previous rounds, and every publication that exchange4media has spoken to on the subject has said that the run now for procuring AIR numbers now is much more cumbersome.
Andrey Purushottam, Vice Chairman, MRUC, also the CEO, Mumbai Mantra, a Mahindra & Mahindra Group sponsored media and entertainment company, explained that when there was a change, there would be an initial period of settling. He added, "We have not moved from one measure to the other; we are presenting both the parameters. We believe that TR needs to get more prominence than what it has got in the past as that allows parity in measurement. The measurement of print consumption has been much more stringent as compared to television comparison, and, therefore, it was felt necessary to restore some balance there. Data users can use whichever combination of metric that they want."
Sunil Mutreja, President, Marketing, Amar Ujala, asked, "If they have to bring parity in measurement, then why is AIR given at all? As long as AIR is the industry currency, how does anyone expect a newspaper to look at other metrics? MRUC needs to be clear in what they really are trying to do here. If they had to give both AIR and TR, then what was wrong with the old system? In the current scenario, the only thing that they have ended up doing is make the data analysis very burdensome."
Bringing a different point of view, Ranjeet Kate, Director, Language Publications, BCCL, said, "With the kind of changes that we are seeing in the media landscape, fragmentation would be the order of the day. In the changing environment, it makes sense to look at TR numbers, as that is the direction in which the media would eventually move in any case. AIR may still be of assistance on a number of aspects, but the industry needs to begin taking cognisance of TR as well."
Hansa Research's Chairman Ashok Das explained that the change was made on the basis of the feedback received. Sabina Solomon, GM, MRUC, further elaborated, "The reason why we carried this out was because AIR is not an equivalent of TV reach. TR is the metric for that. The change has been made only at the cross-tab level, so there really is no change in that sense. The first insertion for any media plan is still AIR. What this goes to show, however, is that not many are still familiar with the software more than its basic run. At least, this move would lead people to go beyond the first normal run and really see data closely."
In the present state, the Indian media agency officials refer only to AIR. Divya Radhakrishnan, President, TME, said, "We have to see the 'recency' factor in print too. TR helps in determining the total reach of the medium per se, but when we are selecting individual vehicles for a media plan, then individual readership numbers are important. I would be more interested in the people who have read the paper yesterday, which comes out in the AIR metric, vis-à-vis the ones who would have read or heard about the paper over a period of time."
Most other agency officials opined on similar lines. If MRUC and Hansa's attempt is to make TR the more used metric, very clearly the organisations have to aggressively take up the subject with the industry in days to come.
IRS 2008 R2: Circulation grows, readership doesn't... MRUC explains why
The discussion on the readers-per-copy (RPC) subject comes up just about every time members of the newspapers and magazines industry question the recurrent decline in readership numbers, despite the increase in circulation. The Media Research Users Council (MRUC), in its address to the industry on November 4, attempted to explain some of the factors that lead to this decrease in readership.
The discussion on the readers-per-copy (RPC) subject comes up just about every time members of the newspapers and magazines industry question the recurrent decline in readership numbers, despite the increase in circulation. The Media Research Users Council (MRUC), in its address to the industry on November 4, attempted to explain some of the factors that may lead to this decrease in readership.
Ashok Das, Chairman, Hansa Research spoke to the audience on RPC and its various facets. He pointed out that this part of the survey was accomplished by observing only 145 publications, the circulation numbers of which were available from the Audit Bureau of Circulation (ABC).
Quoting the data of average household size from the IRS 2008, he informed that both in urban and rural India, the concept of the nuclear families was gaining ground and the household size was steadily decreasing. This is one of the key reasons that increasing circulation may not have the same effect on readership. At the same time, the urban population has grown at 3.73 per cent, whereas the rural population has grown at 2.26 per cent in the last three years. IRS data trends show that urbanisation has an effect on average RPC. Where in areas that have up to 50 per cent urban readership, the average RPC for a gross circulation of 140 is 4.8, in areas that have 75 per cent urban readership, the average RPC for a gross circulation of 139 is 2.2.
Das said here, "There are very clear trends that the youth readership is on a decline, and that further reduces the scope of the same copy being read by multiple individuals. These factors combine to show a steadily declining RPC, a trend that seems likely to be sustained, as has been seen in more developed countries."
Readership contribution: Who's in; who's not
Taking the audience through some of the numbers of 'Press Reach' data from the IRS 2008, Das pointed out that there was a sharp decline in the readership of the younger audiences. The age group of 20-29 years contribute immensely to the overall reader base and the average issue readership (AIR) loss in this segment since 2005 to 2008 has been 16.5 per cent. The age groups of 12-14 and 15-19 have also seen significant decline in readership since 2005. At the same time, the 40 years plus TG has show strong support to print.
If the gender segmentation had to be seen, the efforts of the newspaper and magazine industry to increase female readership seems to have paid off. The AIR decline in the female audience is 2.8 per cent since 2005. In comparison, the male TG has seen a 10.7 per cent decline.
The print industry may have some good news when the numbers of the socio-economic class readership is observed. Even as the overall AIR has declined, and SEC B, C, D and E have shown decline in readership, data shows that SEC A has defied the decline trend, and shows a healthy 5.8 increase in AIR since 2005.
In simple words, urbanisation has challenged the conventional rule of more readers for a single copy at home. At the same time, the younger audiences are not too impressed with the written word. The good news from the numbers is that the 40-plus TG that comprises key decision makers in the SEC A strata is still depending on the print medium, and contributing to its growth. To add to this, female readers are also showing their support to the print medium.
The Indian readership story may not be all that gloomy too.
IRS 2008 R2 released: Top order remains unchanged; but decline trend continues
MRUC has released the Indian Readership Survey 2008 R2 data today. The top-line findings for dailies show that The Times of India leads the English dailies with a total readership of 133.4 lakh, followed by Hindustan Times with a total readership of 63.5 lakh. Among Hindi dailies, Dainik Jagran and Dainik Bhaskar dominate.
The Media Research User's Council (MRUC) has released the Indian Readership Survey 2008 R2 data. At an industry meet on November 4, 2008, where the MRUC discussed various trends and top-line findings of the data, it also informed that it would not give the top ten players in the manner that the MRUC otherwise does. The data would be available with all players for their individual analysis on November 5, 2008. In a media presentation, MRUC has given growth and decline trends in comparison to IRS 2007 R2 for a more "robust derivation".
The MRUC has shared the numbers of the top players in the various reported languages, further divided into dailies and magazines in this presentation.
There are two points to be noted here. The industry largely looks at the average issue readership (AIR) and not total readership (TR) that MRUC presented in the discussion on November 4. Secondly, even as the MRUC has suggested that a comparison with last year's figures gives a stronger trend, publications usually compare numbers with the last round (IRS 2008 R1) itself.
The Dailies Scoreboard
The dailies top-line findings show that even as The Times of India leads the English dailies with a total readership of 133.4 lakh, last year, this figure was at 134.8 lakh readers. Hindustan Times is second with a total readership of 63.5 lakh, which is an increase from the 60.9 lakh last year. The third place is taken by The Hindu (52.5 lakh in IRS 2007 R2 and 52.8 lakh in the latest round), followed by The Telegraph (29 lakh, as opposed to the 30 lakh last year), and Deccan Chronicle (28 lakh from the 30 lakh last year).
Among Hindi dailies, as usual, the charts are dominated by Dainik Jagran and Dainik Bhaskar. Both publications have shown an increase in comparison to their readership numbers of last year. Jagran has grown to 557.4 lakh and last year this number was at 536.1 lakh readers. Bhaskar has grown from 305.8 lakh readers to 338.3 lakh total readers. The increase trend has continued for the next three players too. Amar Ujala has increased from 282.2 lakh to 293.8 lakh; Hindustan has grown from 235.3 lakh to 266.3 lakh, and Rajasthan Patrika has grown from 131.9 lakh to 140 lakh.
Asomiya Pratidin and Dainik Agradoot are the leading Assamese publications. Both have shown a drop in readership and are currently at 60.2 lakh and 32.8 lakh from 65.9 lakh readers and 39.8 lakh readers, respectively. Bengali publications Ananda Bazar Patrika (down from 157.5 lakh to 153.9 lakh) and Bartaman (down from 87.6 lakh to 84 lakh) are the domain leaders.
Gujarati dailies readership has seen growth from the last year. Gujarat Samachar and Sandesh are the top two players, and both have grown. Gujarat Samachar has grown from 84.7 lakh readers to 87.4 lakh readers, while Sandesh has grown from 63.6 lakh readers to 65.3 lakh readers.
Vijay Karnataka continues its lead among Kannada publications, but has dropped from the 99.4 lakh readers last year to 92.2 lakh in R2. Prajavani follows and has seen a decline from 66.4 lakh to 58.3 lakh readers. Malayala Manorama and Mathrubhumi lead among Malayalam publications. Though they have both declined - Malayala Manorama is now at 121.8 lakh from 129.1 lakh readers, and Mathrubhumi is at 97.1 lakh from 105 lakh readers. Lokmat is the largest read Marathi daily, but it too has dropped from 206.6 lakh readers to 199.3 lakh readers. Daily Sakal follows, and has dropped from 125.6 lakh to 116.3 lakh.
Daily Thanthi has dropped from 208.8 lakh readers to 205.6 lakh readers. On the other hand, Dinakaran has increased from 160.8 lakh readers to 168.3 lakh readers. These are the top two Tamil players.
The top two Telugu players are Eenadu and Andhra Jyothi. Both have shown increase in their total readership and are at 144.1 lakh and 68.1 lakh from 142.2 lakh and 56.8 lakh, respectively.
The Magazine Trends
Among English magazines, India Today leads with a total readership figure of 68.5 lakh in IRS 2008 R2. However, last year, this figure was at 71.3 lakh. The second highest read in this segment is Readers Digest, which has shown a drop in its total readership from 49.3 lakh in IRS 2007 R2 to 40 lakh. General Knowledge Today at No. 3 has dropped from 43.7 lakh readers last year to 35.2 lakh readers this year. Competition Success Review has dipped from 32.9 lakh readers to 26.8 lakh this year. Stardust takes the fifth place, and has dropped from 26.6 lakh readers to 19.2 lakh.
Among Hindi publications, Saras Salil leads with a total readership figure of 84.6 lakh. Last year, this number stood at 106.4 lakh. India Today Hindi, too, has dropped from a total readership figure of 69.7 lakh to 58.1 lakh. Meri Saheli has declined from 62.4 lakh to 54.5 lakh. Cricket Samrat, which is at No. 4, too, has declined from 51 lakh to 47.9 lakh. The only exception here is Pratiyogita Darpan, which has seen an increase from 41.2 lakh to 43.6 lakh.
Looking at some of the other language readership top-line numbers, Sananda and Anandalok are the top two players among Bengali publications. Both have dropped in readership and are currently at 19.5 lakh from 21.9 lakh and 17 lakh from 18.5 lakh readers, respectively.
Chitralekha and Griha Shobha, leaders in Gujarati magazines, too, have dropped and are at 4.5 lakh (a drop from 6.4 lakh in the last year) and 3.4 lakh (a drop from 4.3 lakh in the last year), respectively. Among Marathi magazines, Griha Shobha is the most read with a readership of 14.8 lakh (a drop from 18 lakh in the last year), while Saptahik Sakal follows with 7 lakh readers. This is a drop from the 9.7 lakh readers it had last year.
Also read:
IRS 2008 R1: No surprises in the language wise leaders as well
IRS 2008 R1: Saras Salil continues its lead in the overall magazine genre
IRS 2008 R1: Dainik Jagran continues the lead in Hindi dailies; TOI leads English
IRS 2008 R2 released: No surprises in the top order; decline trend high in magazines
MRUC has released the Indian Readership Survey 2008 R2 data today. The top-line findings for dailies show that The Times of India leads the English dailies with a total readership of 133.4 lakh, followed by Hindustan Times with a total readership of 63.5 lakh. Among Hindi dailies, Dainik Jagran and Dainik Bhaskar dominate.
The Media Research User's Council (MRUC) has released the Indian Readership Survey 2008 R2 data. At an industry meet on November 4, 2008, where the MRUC discussed various trends and top-line findings of the data, it also informed that it would not give the top ten players in the manner that the MRUC otherwise does. The data would be available with all players for their individual analysis on November 5, 2008. In a media presentation, MRUC has given growth and decline trends in comparison to IRS 2007 R2 for a more "robust derivation".
The MRUC has shared the numbers of the top players in the various reported languages, further divided into dailies and magazines in this presentation.
There are two points to be noted here. The industry largely looks at the average issue readership (AIR) and not total readership (TR) that MRUC presented in the discussion on November 4. Secondly, even as the MRUC has suggested that a comparison with last year's figures gives a stronger trend, publications usually compare numbers with the last round (IRS 2008 R1) itself.
The Dailies Scoreboard
The dailies top-line findings show that even as The Times of India leads the English dailies with a total readership of 133.4 lakh, last year, this figure was at 134.8 lakh readers. Hindustan Times is second with a total readership of 63.5 lakh, which is an increase from the 60.9 lakh last year. The third place is taken by The Hindu (52.5 lakh in IRS 2007 R2 and 52.8 lakh in the latest round), followed by The Telegraph (29 lakh, as opposed to the 30 lakh last year), and Deccan Chronicle (28 lakh from the 30 lakh last year).Among Hindi dailies, as usual, the charts are dominated by Dainik Jagran and Dainik Bhaskar. Both publications have shown an increase in comparison to their readership numbers of last year. Jagran has grown to 557.4 lakh and last year this number was at 536.1 lakh readers. Bhaskar has grown from 305.8 lakh readers to 338.3 lakh total readers. The increase trend has continued for the next three players too. Amar Ujala has increased from 282.2 lakh to 293.8 lakh; Hindustan has grown from 235.3 lakh to 266.3 lakh, and Rajasthan Patrika has grown from 131.9 lakh to 140 lakh.
Asomiya Pratidin and Dainik Agradoot are the leading Assamese publications. Both have shown a drop in readership and are currently at 60.2 lakh and 32.8 lakh from 65.9 lakh readers and 39.8 lakh readers, respectively. Bengali publications Ananda Bazar Patrika (down from 157.5 lakh to 153.9 lakh) and Bartaman (down from 87.6 lakh to 84 lakh) are the domain leaders.
Gujarati dailies readership has seen growth from the last year. Gujarat Samachar and Sandesh are the top two players, and both have grown. Gujarat Samachar has grown from 84.7 lakh readers to 87.4 lakh readers, while Sandesh has grown from 63.6 lakh readers to 65.3 lakh readers.
Vijay Karnataka continues its lead among Kannada publications, but has dropped from the 99.4 lakh readers last year to 92.2 lakh in R2. Prajavani follows and has seen a decline from 66.4 lakh to 58.3 lakh readers. Malayala Manorama and Mathrubhumi lead among Malayalam publications. Though they have both declined - Malayala Manorama is now at 121.8 lakh from 129.1 lakh readers, and Mathrubhumi is at 97.1 lakh from 105 lakh readers. Lokmat is the largest read Marathi daily, but it too has dropped from 206.6 lakh readers to 199.3 lakh readers. Daily Sakal follows, and has dropped from 125.6 lakh to 116.3 lakh.
Daily Thanthi has dropped from 208.8 lakh readers to 205.6 lakh readers. On the other hand, Dinakaran has increased from 160.8 lakh readers to 168.3 lakh readers. These are the top two Tamil players.
The top two Telugu players are Eenadu and Andhra Jyothi. Both have shown increase in their total readership and are at 144.1 lakh and 68.1 lakh from 142.2 lakh and 56.8 lakh, respectively.
The Magazine Trends
Among English magazines, India Today leads with a total readership figure of 68.5 lakh in IRS 2008 R2. However, last year, this figure was at 71.3 lakh. The second highest read in this segment is Readers Digest, which has shown a drop in its total readership from 49.3 lakh in IRS 2007 R2 to 40 lakh. General Knowledge Today at No. 3 has dropped from 43.7 lakh readers last year to 35.2 lakh readers this year. Competition Success Review has dipped from 32.9 lakh readers to 26.8 lakh this year. Stardust takes the fifth place, and has dropped from 26.6 lakh readers to 19.2 lakh.
Among Hindi publications, Saras Salil leads with a total readership figure of 84.6 lakh. Last year, this number stood at 106.4 lakh. India Today Hindi, too, has dropped from a total readership figure of 69.7 lakh to 58.1 lakh. Meri Saheli has declined from 62.4 lakh to 54.5 lakh. Cricket Samrat, which is at No. 4, too, has declined from 51 lakh to 47.9 lakh. The only exception here is Pratiyogita Darpan, which has seen an increase from 41.2 lakh to 43.6 lakh.
Looking at some of the other language readership top-line numbers, Sananda and Anandalok are the top two players among Bengali publications. Both have dropped in readership and are currently at 19.5 lakh from 21.9 lakh and 17 lakh from 18.5 lakh readers, respectively.
Chitralekha and Griha Shobha, leaders in Gujarati magazines, too, have dropped and are at 4.5 lakh (a drop from 6.4 lakh in the last year) and 3.4 lakh (a drop from 4.3 lakh in the last year), respectively. Among Marathi magazines, Griha Shobha is the most read with a readership of 14.8 lakh (a drop from 18 lakh in the last year), while Saptahik Sakal follows with 7 lakh readers. This is a drop from the 9.7 lakh readers it had last year.
Also read:
IRS 2008 R1: No surprises in the language wise leaders as well
IRS 2008 R1: Saras Salil continues its lead in the overall magazine genre
IRS 2008 R1: Dainik Jagran continues the lead in Hindi dailies; TOI leads English