As the IRS Q1 2019 Data was unveiled in Mumbai this evening, magazine publishers would have pumped their fist in the air and indulged themselves for the first time in years.
The study which claims to be the largest of its kind has announced that magazine readership has grown by 0.9 crore in the period between IRS 2017 and the latest round. The findings are even more impressive when one considers the larger pie of daily readership that has added 1.8 crore readers. These findings fly in the face of an assumption, by many in the business, that the magazine publishing business was in a state of constant decline.
The further rounds of the IRS data will be reported on a quarterly basis. The report has been updated with the numbers of Hindustan and Hindustan Times that were not reported earlier.
Ashish Bhasin, CEO – Greater South and Chairman & CEO – India, Dentsu Aegis Network and Chairman, MRUC, said, “I’m delighted to announce that the IRS is back on track with the first quarter release of data, which paves the way for quarterly updates. This was something that the industry was expecting from IRS over the past several years. Quarterly release of data will enhance the ability of the IRS to mirror the changing media and marketing landscape of India in a more
timely and realistic manner.”
The print story continues to grow with total number of readers increasing from 40.7 to 42.5 crore. Also, Internet usage has increased with India now having a total of 384 million active internet users. "These findings are in line with the market truths and a testimony of IRS’ rigorous processes and
quality control norms,” said Bhasin.
The latest numbers in Total Readership are as follows.
Vikram Sakhuja, Group CEO Madison Media & OOH, Madison World and IRS Technical Committee Chairman, added, "I am extremely satisfied with the release of this round of IRS. In particular, we have used technology to infuse a totally new standard of field controls. The resultant data is robust and representative of the diversity and heterogeneity of our wonderful country. Overall Media consumption and Print in particular is vibrant and growing. Most stakeholders should be encouraged with this snapshot of how India is consuming Media and Print.”
Among English Dailies, the numbers are given below.
Among the top 10 regional dailies there was a change at the bottom of the table with the Daily Sakal moving upwards and Dinamalar moving down.