IRS Q3 2010: Interpretation of IRS data for magazines, impasse continues
Magazine publishers have always decried the results of the Indian Readership Survey (IRS), stating that the numbers are not always representative of the actual readership. While there is still uncertainty on which is the most relevant metric – AIR or TR – for measurement of magazine readership, the question also arises on how magazines that are not registered with the MRUC get measured.
Magazine publishers have always decried the results of the Indian Readership Survey (IRS), stating that the numbers are not always representative of the actual readership. While there is still uncertainty on which is the most relevant metric – Average Issue readership (AIR) or Total Readership (TR) – for measurement of magazine readership, the question also arises on how magazines that are not registered with the Media Research Users Council (MRUC) get measured.
There are various niche magazines which are not registered with the MRUC and are hence not measured by IRS. What is the dipstick that advertisers and media planners follow to measure these magazines? exchange4media finds out.
It may be recalled that it was suggested at the Indian Magazine Congress in Mumbai earlier this year that the magazine industry carried out a survey itself, and accordingly, the Association of Indian Magazines (AIM) had announced an ‘Engagement Study’ for magazines. The decision was taken that it could act as an alternate source of data for advertisers. AIM plans on having the survey done by a research organisation, which will measure the engagement level of each magazine.
Meanwhile, advertisers and media planners do not seem to be much concerned about the same methodology of IRS for magazines and newspapers. Ajay Kakar, CMO, Financial Services, Aditya Birla Group, said, “We look at IRS for both dailies and magazines. I don’t see any problem with the methodology. Since the entire research is based on recall, both dailies and magazines will face the same barriers that the methodology entails.”
On similar lines, R Gowthaman, Leader, Mindshare, South Asia, who is also on the Board of the Media Research User Council, remarked, “We should not be changing the methodology depending upon the frequency of the publications.” He, however, added that time had come to dig deep into the interpretation of the numbers rather than commenting superficially.
Rajiv Gopinath, COO, Madison Media Infinity, too, felt that having the same methodology was fine, but added that it was important to look at the use of the right metric.
When asked what the relevant metric for measurement of magazines was –AIR or TR, Kakar replied, “TR does get relevant for magazines as they have a longer shelf life, thus encouraging more floating readership.”
On the other hand, Gopinath of Madison Media, noted, “If you look at the ratio of TR/AIR across publications, the top dailies will have a ratio below 2. Weekly magazines will have a ratio between 2 and 3. Monthly magazines will have a ratio over 3. The point is longer the periodicity, the greater the attribution to TR. So, in the case of monthlies, we need to pay heed to TR as well.”
He further said, “If we have a property running on a daily, like a daily column sponsorship, then TR becomes relevant. Even in the case of a heavy schedule on a daily, TR may be relevant from a 1+ build.”
Dipstick for niche magazines
Meanwhile, there are several magazines in the market, which do not come under the measurement of the IRS. While some of these magazines come under the niche segment, some are well known foreign magazine brands too, which attract readers as well as advertisers.
On how these are being included in various media plans, Kakar explained, “We do look at their circulation, ABC or claimed, to understand the percentage of copies that are subscription based and also the edit content. This gives us a better understanding of the publication on which media decisions can be based.”
For Gowthaman, niche magazines were bought for consumer engagement and call to action rather than reach. “Magazines that are not captured in IRS can only be done through circulation reports, claimed and industry led,” he added.
“Niche magazines, which do not feature in IRS, are measured on the basis of their content, quality, peer feedback and advertiser profile,” Gopinath concluded.
Also read:
IRS Q3 2010: And the great AIR-TR debate continues…
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IRS Q3 2010: No cheer for dailies and magazines in the Tamil Nadu market
The IRS Q3 2010 results bring no cheer to publications in the Tamil Nadu market. The figures show decline for both dailies and magazines among the top five in terms of readership. While Daily Thanthi leads among dailies, Kumudam tops among magazines.
The IRS Q3 2010 results bring no cheer to publications in the Tamil Nadu market. The figures show decline for both dailies and magazines among the top five in terms of readership.
Among dailies, Daily Thanthi leads the list, though it has shown a decline of 2.46 per cent in its Average Issue Readership (AIR), which stands at 7,084,000 in Q3, as against the Q2 figure of 7,263,000. Dinakaran, too, has seen a negative growth of 3.64 per cent – from 4,991,000 in Q3 to 4,809,000 in the previous quarter.
Dinamalar, at No. 3, has seen a decline of 6.96 per cent and the readership stands at 2,660,000 in Q3 as opposed to 2,859,000 in Q2.
The Hindu is the only English language newspaper to figure among the top five dailies in Tamil Nadu. However, the paper has seen a marginal decline of 1.76 per cent and its AIR stands at 1,111,000 in Q3.
Tamil daily Malai Malar has registered a fall of 8.99 per cent and its Q3 readership is at 506,000 as opposed to 556,000 in Q2. Dinamani, which is ranked sixth, has seen the steepest fall of 10.35 per cent – from 512,000 in Q2 to 459,000 in this quarter.
The situation is no different for magazines in the Tamil Nadu market with all the top five magazines showing decline in AIR. Kumudam leads among magazines in this market with an AIR of 1,158,000, which is a fall of 8.6 per ent over its Q2 figure of 1,267,000.
Ananda Vikatan has clocked a readership of 968,000 in Q3, as opposed to 1,032,000 in Q2, a decline of 6.2 per cent.
Kungumam has seen the steepest fall of 12.18 per cent and its Q3 AIR stands at 793,000, as compared to 903,000 in the previous quarter. Aval Vikatan has registered a 6.29 per cent decline in readership at 521,000, while Mangayar Malar has seen a decline of 9.11 per cent – from 362,000 in Q2 to 329,000 in the third quarter.
[The mentioned readership figures are Average Issue Readership (AIR) figures, Total Readership (TR) may vary. After various discussions with advertisers and media buyers, as a policy exchange4media uses only AIR numbers.]
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ShareIRS Q3 2010: Healthy growth for dailies in Bangalore, Vijay Karnataka maintains lead
Newspapers in Bangalore have witnessed mostly positive growth as per the IRS Q3 2010 results. Nine of the top 12, including English and Kannada language dailies, have seen healthy growth in readership. English daily Bangalore Mirror has seen a massive double digit growth of 71 per cent in AIR as against the Q2 results.
Newspapers in Bangalore have witnessed mostly positive growth as per the IRS Q3 2010 results. Nine of the top 12, including English and Kannada language dailies, have seen healthy growth in readership. English daily Bangalore Mirror has seen a massive double digit growth of 71 per cent in Average Issue Readership (AIR) as against the Q2 results.
Kannada daily Vijay Karnataka is the most read daily in Bangalore. With an AIR of 711,000, Vijay Karnataka has registered a growth of 6 per cent in readership. Another Kannada daily, Prajavani, has witnessed double digit growth of 10 per cent and has recorded an AIR of 670,000. Kannada Prabha, with an AIR of 168,000 has received a growth of 6 per cent. The paper is ranked fifth in the overall list. Udayavani has got an AIR of 113,000, up 16 per cent as against its Q2 figure of 97,000.
However, Sanjavani has seen a 5 per cent decline in AIR at 99,000 from 104,000 in the previous quarter. Samyukta Karnataka, on the other hand, has seen a growth of 3 per cent in readership at 40,000.
Among English dailies, The Times of India with an AIR of 350,000 is the most read English daily and the No.3 most read in the overall Bangalore list. The paper has recorded a 6 per cent growth in AIR.
Deccan Herald has received a growth of 7 per cent at 176,000. The paper is ranked fourth in the overall list.
Bangalore Mirror has seen a whopping 71 per cent rise in its AIR – from 62,000 in Q2 to 106,000 in this quarter. The paper is at No. 7 in the overall list.
On the other hand, Deccan Chronicle has witnessed a decline of 5 per cent and has registered an AIR of 96,000. The Hindu and The New Indian Express have received AIR of 38,000 and 37,000, respectively. While The Hindu has seen a 19 per cent drop in its AIR, The New Indian Express has clocked a 12 per cent growth.
[The mentioned readership figures are Average Issue Readership (AIR) figures, Total Readership (TR) may vary. After various discussions with advertisers and media buyers, as a policy exchange4media uses only AIR numbers.]
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IRS Q3 2010: Much to cheer for dailies in Karnataka
While a few markets have shown decline and a few others a mixed bag, the Karnataka market is one that has largely seen growth in the IRS Q3 2010 results, with just four of the top 15 dailies showing decline. Although it is a largely Kannada language based state, when it comes to choice of languages, publications in English, Marathi and even Tamil are existent among the top newspapers.
While a few markets have shown decline and a few others a mixed bag, the Karnataka market is one that has largely seen growth in the IRS Q3 2010 results, with just four of the top 15 dailies showing decline. Although it is a largely Kannada language based state, when it comes to choice of languages, publications in English, Marathi and even Tamil are existent among the top newspapers.
All top five dailies are Kannada language papers – Vijay Karnataka, Prajavani, Samyukta Karnataka, Kannada Prabha and Udyavani – in that order. Vijay Karnataka is the largest read newspaper in the state with an Average Issue Readership (AIR) of 3,425,000, which is a 4.80 per cent increase over the Q2 figure of 3,268,000.
Prajavani and Samyukta have both grown by 13.45 per cent and 14.95 per cent, respectively. Prajavani has garnered a readership of 2,910,000, while Samyukta Karnataka is at 1,131,000. Kannada Prabha has clocked a healthy 29.35 per cent growth in AIR at 1,115,000, while Udayavani has garnered a 12.09 per cent increase with a readership of 890,000.
The Times of India has seen a growth of 4.72 per cent in its AIR, which stands at 466,000. Deccan Herald has clocked an AIR of 356,000, up 13.38 per cent.
Kannada daily Sanjavani has grown by a marginal 1.90 per cent, while Bangalore Mirror has grown by a massive 65.71 per cent and has recorded an AIR of 116,000. Deccan Chronicle is the only daily in the top 10 that has seen a decline. The publication has dropped from 116,000 in Q2 to 110,000 in Q3, a decline of 5.17 per cent.
Karavali Ale has gained by a mammoth 151.16 per cent, its readership going up from 43,000 in Q2 to 108,000 in Q3. Daily Thanthi has also seen an increase of 17.65 per cent in its AIR at 100,000.
Both DNA and Daily Sakal have dropped in readership by 22.22 per cent and 5.32 per cent, respectively. Tarun Bharat (Belgaum, Maharashtra & Goa) has dropped by a huge 58.15 per cent, with its readership at 95,000 in Q3 from 227,000 in the previous quarter.
[The mentioned readership figures are Average Issue Readership (AIR) figures, Total Readership (TR) may vary. After various discussions with advertisers and media buyers, as a policy exchange4media uses only AIR numbers.]
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IRS Q3 2010: Mixed bag for dailies & periodicals in J&K; steep growth for General Knowledge Today
Amid sporadic curfews and a ban on newspapers for some time, publications in Jammu and Kashmir operate under probably some of the toughest market conditions in India. It’s a mixed bag for both dailies and magazines in the state. While the top two dailies have seen a decline in AIR, The Times of India has recorded the highest growth.
Amid sporadic curfews and a ban on newspapers for some time, publications in Jammu and Kashmir operate under probably some of the toughest market conditions in India. It’s a mixed bag for both dailies and magazines in the state. While the top two dailies have seen a decline in Average Issue Readership (AIR), The Times of India has recorded the highest growth.
Amar Ujala is the most read paper in the state, but has seen a 1.79 per cent fall in AIR at 110,000. English paper Daily Excelsior, which is ranked second in the state, has also seen a fall in AIR of 3.09 per cent. The paper has recorded an AIR of 94,000 in this quarter.
On the other hand, Hindi dailies Punjab Kesari and Dainik Jagran have seen growth. While Punjab Kesari has recorded a growth of 8.11 per cent (Q3 AIR at 40,000), Dainik Jagran has seen a growth of 8.33 per cent (Q3 AIR at 26,000).
The Times of India has recorded the highest growth among dailies at 14.29 per cent. The daily’s Q3 AIR stands at 8,000. Hindustan Times with an AIR of 7,000 has recorded the steepest fall of 12.50 per cent. The Tribune has seen a Q3 AIR of 4,000.
Periodicals have fared better with the top three in the state witnessing robust growth. General Knowledge Today is the most read magazine and has recorded a whopping 233.33 per cent growth. The monthly’s Q3 AIR stands at 10,000 from 3,000 in the previous quarter.
India Today at No. 2 has recorded a growth of 25 per cent in it AIR, which stands at 5,000. Outlook Money has also seen a jump in its AIR of 33.33 per cent at 4,000.
Monthly magazine Competition Success Review, on the other hand, has seen a fall of 25 per cent in its AIR. The other magazines to seen witness negative growth are Outlook (33.33 per cent), Grih Shobha (50 per cent) and Manorama (50 per cent).
[The mentioned readership figures are Average Issue Readership (AIR) figures, Total Readership (TR) may vary. After various discussions with advertisers and media buyers, as a policy exchange4media uses only AIR numbers.]
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IRS Q3 2010: Dailies decline, while magazines do well in Chandigarh
The IRS Q3 2010 results bring no cheer for the dailies in Chandigarh. Some time back Hindi daily Hindustan had terminated its Chandigarh edition due to decreasing readership trends, the situation hasn’t improved for most dailies, which have seen sharp drop in readership in this quarter.
The IRS Q3 2010 results bring no cheer for the dailies in Chandigarh. Some time back Hindi daily Hindustan had terminated its Chandigarh edition due to decreasing readership trends, the situation hasn’t improved for most dailies, which have seen sharp drop in readership in this quarter.
Hindi Dailies
All the Hindi dailies in the overall top 10 dailies’ list have seen de-growth in the third quarter. Dainik Bhaskar leads the list, but has seen a 5 per cent decline in its Average Issue Readership (AIR) – from 180,000 in Q2 to 171,000 in Q3.
Amar Ujala, the No. 4 daily in the overall list and ranked second among Hindi dailies in Chandigarh, has also seen a negative growth of 8.24 per cent in readership at 78,000. Dainik Jagran is ranked fifth in the overall list and is the third most read Hindi daily in the Union Territory. The paper has seen an AIR of 26,000 in Q3, down 7.14 per cent from its Q2 figure of 28,000.
Punjab Kesari, Hindustan and Dainik Tribune have registered double digit negative growth in readership at 12.50 per cent, 12.50 per cent, 14.29 per cent, respectively.
English Dailies
On the other hand, English dailies have fared better in the Chandigarh market. The Tribune is the most read English daily in this market and is ranked second in the overall list with an AIR of 89,000 in Q3, decline of 5.32 per cent over the Q2 figure of 94,000.
Hindustan Times, the second most read English daily in Chandigarh, has recorded a positive growth of 8.97 per cent with its AIR at 85,000 in Q3 from 78,000 in the previous quarter. The Times of India, too, has seen positive growth of 9.09 per cent with an AIR of 24,000. The paper is ranked sixth in the overall list. The Indian Express has seen a drop of 6.25 per cent, recording an AIR of 15,000.
Periodicals
Meanwhile, magazines in Chandigarh continue with the positive performance in IRS Q3 2010 results. India Today has seen a robust positive growth of 41.67 per cent is the most read magazine in the Union Territory. The weekly has recorded an AIR of 17,000 from 12,000 in Q2.
Readers Digest follows with an AIR of 14,000, up 7.69 per cent from its Q2 figure of 13,000.
Hindi magazine Grih Shobha is the third most read magazine in this market, but has seen a drop of 21.43 per cent in its AIR, which stands at 11,000 in this quarter.
On the other hand, both Femina and Competition Success Review have doubled their AIR figures from the previous quarter, witnessing 100 per cent growth in readership.
However, it is Outlook Traveller that has seen the highest growth in readership in this market, which stands at 150 per cent.
[The mentioned readership figures are Average Issue Readership (AIR) figures, Total Readership (TR) may vary. After various discussions with advertisers and media buyers, as a policy exchange4media uses only AIR numbers.]
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IRS Q3 2010: Amar Ujala claims top spot as dailies put up a good show in Himachal Pradesh
Dailies in Himachal Pradesh have mostly seen growth in AIR as per the IRS Q3 2010 results. Amar Ujala overtakes Punjab Kesari to claim the top spot among dailies. While Hindi dailies have seen mixed results, English dailies have whipped up mostly double digit growth in the third quarter.
Dailies in Himachal Pradesh have mostly seen growth in Average Issue Readership (AIR) as per the IRS Q3 2010 results. Amar Ujala overtakes Punjab Kesari to claim the top spot among dailies. While Hindi dailies have seen mixed results, English dailies have whipped up mostly double digit growth in the third quarter.
Hindi Dailies
Amar Ujala has seen an AIR of 390,000 in Q3, a growth of 5.12 per cent over its Q2 figure of 371,000. The paper, which was ranked second in the previous quarter, has emerged as the most read daily in Himachal Pradesh. Punjab Kesari, which was at No. 1 in the previous quarter, slips to the second spot in this quarter. The paper has seen a decline of 5.67 per cent in its AIR, which stands at 383,000.
Divya Himachal, which is ranked third, has also seen a decline in AIR of 5.99 per cent. The daily has clocked an AIR of 157,000 in this quarter.
Dainik Bhaskar, with double digit growth of 21.31 per cent, has maintained its fourth position and has seen an AIR of 74,000, while Dainik Jagran has witnessed a double digit negative growth of 14.29 per cent in AIR, garnering an AIR of 36,000.
English Dailies
Among English dailies, The Tribune maintains its leadership position with an AIR of 48,000, up 4.35 per cent over its Q2 figure of 46,000. It may be recalled that The Tribune had seen an 8 per cent decline in its AIR in the previous quarter.
Hindustan Times follows with a steep double digit growth of 50 per cent in its AIR at 15,000. The Times of India has recorded a growth of 27.27 per cent in its AIR, which stands at 14,000 in Q3. The Economic Times has also seen a 50 per cent growth in its AIR at 3,000.
[The mentioned readership figures are Average Issue Readership (AIR) figures, Total Readership (TR) may vary. After various discussions with advertisers and media buyers, as a policy exchange4media uses only AIR numbers.]
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