Campaign India Team
Dec 30, 2019

IRS Q3: Print sees marginal decline while digital, TV and radio grow

No change in total readership in the last one month for Hindi dailies; English dailies see growth (.2 per cent) while regional dailies dip by .4 per cent

Data from Andhra Pradesh hasn't been made available due to a shortfall in the sample size.
Data from Andhra Pradesh hasn't been made available due to a shortfall in the sample size.
The Media Research Users Council (MRUC) has released Q3 data for 2019. The data covers the time period between August and November 2019.
The 2019 Q3 data is a rolling average of the last quarter of IRS 2017 (Q4) and three quarters of IRS 2019 (Q1+Q2+Q3). Data from Andhra Pradesh hasn't been made available due to a shortfall in the sample size.
While TV viewership remained the same - 76 per cent of the sample viewed TV in the last month, internet and radio saw an increase. 
35 per cent (versus 29 per cent in Q2) of the sample size accessed the internet in the last one month while 21 per cent (versus 20 per cent) listened to the radio. 
Print saw a dip of one per cent for newspaper and magazine readership respectively. 38 per cent of the sample read a newspaper during Q3 and five per cent read a magazine. The newspaper readership dip came from urban (52 per cent vs 53 per cent) while the magazine dip came from rural (three per cent versus four).
Hindi dailies on an all India level sees no growth and is at 17 per cent. English dailies saw a growth of .2 per cent to reach 3.2 per cent. Regional dailies dipped to 18.6 per cent from 19 per cent. 
The survey also revealed that English reading and understanding has grown across the country to 29 per cent in Q3 2019 compared to 27 per cent in Q2 2019 (total readership, last one month). Nagaland the highest English speaking population at 67 per cent while Madhya Pradesh has the lowest at 14 per cent. 
Top publications charts: 
Pratap Pawar, chairman, Sakal Media, chairman, MRUC, said, “IRS being the world’s largest survey not only reflects the ground reality in terms of print readership, but also for other media and product consumption. The stringent field monitoring system, rigorous data validation processes and the overall methodology of IRS ensures the industry gets a robust and reliable data.”
Vikram Sakhuja, group CEO Madison Media and OOH, Madison World, technical committee chairman, IRS, added, "The IRS is a fascinating barometer of how India consumes media. From this round we see that Indians consumption of media continues to grow with digital growing on top of other mediums remaining steady. I would urge all marketers to deep dive into the data. There are fascinating insights about the diversity that is India waiting to be found.”   
Campaign India

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