IRS Topline 2008

8/8/2019 IRS Topline 2008

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Through the IRS WindowIRS 2008 R2 Some Highlights

4 Nov, 2008


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Media Reach


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Population and Literacy

2005 2006 2007 2008% Change

(2005-08)

12+ Population 77,80 80,04 82,43 84,29 8.3

Literates 50,87 52,35 55,13 57,23 12.5

TG : All India (U+R) Figures in Lakhs

The All India population has increased by 8.3% over the past three

years

The increase in the number of literates over the same period is

12.5% - higher than the population growth.


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Growth in Media Reach

2005 2006 2007 2008% Change

(2005-08)

12+ Population 77,80 80,04 82,43 84,29 8.3

Literates 50,87 52,35 55,13 57,23 12.5

Any Media 52,57 54,41 56,14 57,45 9.3

Any Publication 29,13 31,02 31,55 32,34 11.1

TG : All India (U+R)

Print reach shows a higher growth compared to population as well

as Any Media.

Figures in Lakhs


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Growth in Print Reach

2005 2006 2007 2008% Change

(2005-08)

12+ Population 77,80 80,04 82,43 84,29 8.3

Literates 50,87 52,35 55,13 57,23 12.5

Any Media 52,57 54,41 56,14 57,45 9.3

Any Publication 29,13 31,02 31,55 32,34 11.1

Any Daily 27,79 29,90 30,54 31,34 12.8

Any Magazine 11,47 10,91 9,73 9,07 -20.9


Within print, dailies are driving reach growth. Growth of reach of

dailies in line with the increase in number of literates.

Magazines show a negative growth.

Figures in Lakhs


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Growth in Print

2005 2006 2007 2008% Change

(2005-08)

12+ Population 77,80 80,04 82,43 84,29 8.3

Literates 50,87 52,35 55,13 57,23 12.5

Any Media 52,57 54,41 56,14 57,45 9.3

Any Publication 29,13 31,02 31,55 32,34 11.1

Any Daily 27,79 29,90 30,54 31,34 12.8

Any Magazine 11,47 10,91 9,73 9,07 -20.9

Any Pub (AIR) 18,48 18,18 17,11 16,93 -8.4

Any Daily (AIR) 16,94 16,83 15,80 15,68 -7.4

Any Mag(AIR) 6,17 5,16 4,23 3,85 -37.6


However, regularity of reading, as seen by the AIR measure is

coming down both dailies and magazines show this trend.

Figures in Lakhs


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Growth in Media

2005 2006 2007 2008% Change

(2005-08)

12+ Population 77,80 80,04 82,43 84,29 8.3

Literates 50,87 52,35 55,13 57,23 12.5

Any Media 52,57 54,41 56,14 57,45 9.3

Any Publication 29,13 31,02 31,55 32,34 11.1

TV (Any TV) 42,77 43,78 45,38 46,74 9.3

TV (C&S) 21,02 23,08 25,53 28,73 36.7

Any Radio 16,09 16,99 17,88 18,04 12.1

FM Radio 7,16 8,52 9,69 11,20 56.3

Cinema 8,89 8,68 8,37 8,33 -6.2

Internet (L1M) 1,11 1,22 1,43 1,73 55.9


Except for Cinema, all other media show an increased reach.

FM radio, Internet and C&S continue to show the highest growth

Figures in Lakhs


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Quality of Media Consumption

Regularity

Fragmentation

Time Spent

Primary vs. Secondary Content

Other Avenues


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Regularity

TG : All India (U+R) Ratio

All media show a decreasing level of regularity

Increased fragmentation and availability of same content acrossmedia may well be the reasons

MEDIA 2005 2006 2007 2008% Change(2005-08)

Any Publication 0.63 0.59 0.54 0.52 -17.5

Any Daily 0.61 0.56 0.52 0.50 -17.9

Any Magazine 0.54 0.47 0.43 0.42 -21.2

Any TV Channel 0.72 0.67 0.70 -2.8

Any Radio Channel 0.87 0.88 0.83 0.74 -14.9


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Average Frequency of Consumption

MEDIA 2005 2006 2007 2008% Change(2005-08)

Any Daily (in a week) 4.0 4.0 3.9 3.9 -2.5

Any Weekly (in 4 weeks) 2.2 2.1 2.1 2.0 -9.1

Any Monthly (in 6

months)

2.7 2.7 2.7 2.7 0

Any TV (in a week) 5.7 5.8 5.8 6.0 5.3

Any C&S (in a week) 6.4 6.3 6.4 6.5 1.6

Any Radio (in a week) 5.4 5.4 5.5 5.7 5.6

Internet (in a week) 2.7 3.1 3.4 3.6 33.3

Average Frequency of ReadingTG : All India (U+R)

The Average Frequency of Reading is coming down for all printperiodicities.

The Average Frequency of Viewing/ Listening is increasing for TV,radio and internet.


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No. of Titles/Channels

MEDIA 2005 2006 2007 2008% Change(2005-08)

Avg No. of Publications (TR) 3.2 2.9 2.7 2.5 -21.9

Avg No. of Dailies (TR) 2.0 2.0 1.9 1.9 -5.0

Avg No. Magazines (TR) 3.1 2.9 2.6 2.5 -19.4

Avg No. TV Channels (L1W) 2.9 3.0 3.7 27.6

Avg No. Radio Channels

(L1W)1.5 1.6 1.8 1.9 26.7

Avg No. FM Channels (L1W) 1.3 1.4 1.6 1.7 30.8

Average # Titles ConsumedTG : All India (U+R)

While no. of titles read is declining, the number of channels

consumed in TV and radio show an increasing trend


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Average No. of Titles Consumed

MEDIA.0 2005 2006 2007 2008% Change(2005-08)

Avg No. Publications (AIR) 2.1 1.9 1.7 1.6 -23.8

Avg No. Dailies (AIR) 1.5 1.4 1.3 1.3 -13.3

Avg No. Magazines (AIR) 2.2 2.0 1.9 1.7 -22.7

Avg No. TV Channels (Y) 2.1 2.0 2.6 23.8

Avg No. Radio Channels (Y) 1.3 1.4 1.5 1.4 7.7

Avg No. FM Channels (Y) 1.2 1.2 1.4 1.4 16.7

Average No. Titles ConsumedTG : All India (U+R)

The same trend is noticed when seen at the more stringent AIR or

equivalent level


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Average Time Spent on Media

MEDIA 2006 2007 2008

Press 26.3 27 26.2

TV 92.4 94.8 98.3

Radio 68.6 69.5 79.9

Internet 61.5 62.3 60.1

Total Time Spent 113.0 115.8 121.1

Average Time Spent - MinutesTG : All India (U+R)

Involvement with media as measured by time spent on media

shows an increasing trend.

This increase is mainly due to TV and Radio. Press shows a slight

decline in terms of time spent


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Time Spent Per Title

2006 2008 % Change

Any Publication 9.1 10.5 15.6

Any TV 30.8 26.6 -13.7

Any Radio 42.9 42.1 -1.9

Time Spent in MinutesTG : All India (U+R)

However, given the higher fragmentation of TV and radio, the time

spent per channel is now declining

In print the Time Spent Per Title has gone up possibly signifying

an important opportunity for the press community.


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Primary Readers

2007 2008

Dailies Magazines Dailies Magazines

Urban English 72 47 76 54

Urban Vernacular 59 54 61 57

Rural English 44 35 49 38

Rural Vernacular 37 43 37 46

Percentage of Primary ReadersTG : All India (U+R)

In general proportion of readers reading their own copy is on the

rise

This trend of increasing primary readership is seen for all segments


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Sections Read

Section Read 2007 2008

Front Page 85 87

City News 80 83

National News 70 73

Sports 55 53

International News 50 50

Entertainment 34 39

Life Style 31 35

Education 29 34

Business 23 25

Editorial 22 22

% of Daily ReadersTG : All India (U+R)


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Other Avenues

2005 2006 2007 2008

Read News on the

Net

13.7 14.7 24.1 25.9

TG : All Internet Users (U+R)

A large number of Internet user access news on the Net.

However, given the small base, this is still small in terms of totalnumbers, but shows a fast increasing trend

IRS covers 400 publications. A number of titles, specially niche

titles remain uncovered.

The increase in press reach due to publications not covered by

IRS is 4%

Internet Users Using it for News in Lakhs


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Time of Media Consumption

TV Newspaper Magazine Radio Internet

Early morning to

breakfast

5 33 7 18 2

Breakfast to lunch 6 38 21 18 21

After lunch 21 23 44 21 51Evening until

dinner

37 6 21 31 24

After dinner 32 1 7 12 3

% Media ConsumersTG : All India (U+R)

Each media has a clear pattern of consumption, with only a little

overlap between press and TV


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Quality of Media Consumption - Summary

All media show a declining regularity of consumption in terms of

daily consumption over weekly reach.

On frequency of consumption, the other measure of regularity, press

shows the same trend. Radio and TV, however, show improvements

No. of titles and time spent show increases for TV and Radio andminor declines for Press. This suggests further fragmentation of

TV/radio but a consolidation in Print. This leads to the fact that at a

title level Print gets more intensively consumed

Primary reading clearly going up

The net is possibly an opportunity area for premium dailies

Magazines as a media need increased coverage. New and niche

titles need measurement


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Understanding Readership In Depth

Understanding RPC

A Segmented View

International Comparison


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Understanding RPC Effect of Household Size

2005 2006 2007 2008

All HH 5.3 5.2 5.2 5

All Urban HH 5 4.9 4.9 4.8

All Rural HH 5.4 5.3 5.3 5.1

All Publication HH 5.3 5.2 5.2 5.1

All Publication HH (Urban) 5 4.9 4.9 4.8

All Publication HH (Rural) 5.6 5.5 5.5 5.3


Nationally, the average household size is steadily decreasing -nuclearization.

This increases circulation but may not have the same effect on

readership

Average Household Size


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Understanding RPC - Urbanization

2005 2006 2007 2008 %

Change

U+R 77,80 80,04 82,43 84,29 2.71

Urban 23,67 24,63 25,66 26,42 3.73

Rural54,13 55,41 56,77 57,87 2.26


The population growth rate in urban is higher than that of the rural.

Population: Lakhs


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Effect on RPC Urbanisation

2.213930260> 75% urban readership

215

140

Gross

Circulation# Publication

Gross

AIR

Average

RPC

Upto 50% urban readership 62 670 4.8

50-75 % urban readership 68 1180 5.5

Figures in Lakhs


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Understanding RPC - Affluence

The Indian Consumer Pyramid


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Understanding RPC - Increasing Affluence

The Living Standard of the country is steadily going up

Expectedly, own copy reading is now increasing

2005 2006 2007 2008 % Change(2005-08)

Samriddha I 0.6 0.7 0.9 1.0 53

Samriddha II 0.6 0.7 0.8 0.8 39

Sampanna 2.5 3 3.1 3.2 25

Siddha 3.7 4 4.3 4.5 21

Unmukh 10.6 11.5 12.1 13 22

Saamanya 10 10.2 10.2 10.5 5

Sangharshi 49.6 51.0 49.2 47.5 -4

Nirdhan 22.2 18.9 19.4 19.4 -13

Population % DistributionTG : All India (U+R)


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Summary - Understanding RPC

Significant increases in affluence and urbanization are driving more

regular readers to get their own copy

Smaller family sizes and declining reading among the young also

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


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A Segmented View


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Share and Growth by Age

ANY PUB TR 2005(TR)

2008(TR)

% TRChange

% AIRChange

All 29,13 32,34 11.1 -8.4

12-14 3,07 3,17 3.2 -22.8

15-19 5,26 5,78 9.8 -12.4

20-29 8,33 8,48 1.8 -16.5

30-39 5,46 6,41 17.3 -5.1

40-49 3,50 4,27 21.8 4.7

50+ 3,51 4,25 21.1 5.8

Press ReachTG : All India (U+R)

The 20-29 age group contributes a lot to the reader base. This group is not showing much growth in reach and also shows

sharp AIR declines

Efforts need to be devoted to this group to have higher impact on

readership.


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Share and Growth by Gender

ANY PUB TR 2005(TR)

2008(TR)

% TRChange

% AIRChange

All 29,13 32,34 11.1 -8.4

Male 20,15 22,20 10.2 -10.7

Female 8,97 10,15 13.1 -2.8


Efforts of the Print industry to involve women readers seems to be working

to some extent.

The reach in this segment is growing, and AIR declines are much lower


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Share and Growth by Pop-Strata

ANY PUB TR 2005 2008 % TRChange

% AIRChange

All 29,13 32,34 11.1 -8.4

40L+ 3,88 4,00 3.0 -8.7

10-40L 2,37 2,61 10.4 -3.4

1-10L 4,09 4,64 13.6 -2.3

Below 1L 3,44 3,74 8.8 -12.6

Rural 15,35 17,35 13.0 -10.3


The 1-10 Lakh pop-strata is growing at a faster rate than any otherpop-strata. The decline in AIR is the lowest in it.


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Share and Growth by SEC

SEC 2005 2008 % TRChange

% AIRChange

All 29,13 32,34 11.1 -8.4

A 2,14 2,42 12.9 5.8

B 3,19 3,46 8.5 -3.4

C 3,38 3,60 6.6 -10.6

D 2,95 3,17 7.5 -14.6

E 2,11 2,34 10.9 -14.7

R1+R2 4,68 5,79 23.6 3.4

R3+R4 10,67 11,56 8.4 -18.4

The TR has shown growth across all SEC classes.

SEC A is contributing to both TR and AIR readership.



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Summary of Segments

Strong++++50+

Strong++++40 - 49

-++30 - 39

- -+20 - 29

- -++15 - 19

Major threat- - -+12 -14

AIRTRAge

- -++Rural

- -++< 1 L

-++1 10 L

-++10 40 L

Major threat- -+40 L +AIRTRTown Class

Build-++Female

- -++Male

AIRTRGender

Affordability?- -++R3/R4

Strong++++R1/R2

Affordability?- -++E

- -+D

- -+C

-++B

Strong+++A

AIRTRSEC

-++All

AIRTR


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International Trends

Country Lit. TG Covera

ge

Daily

Reach

Reach /

Literacy

Source

USA 99 18+ All 50 50 Scarborough

UK 99 15+ All 44 34 NRS

France 99 15+ All 44 44 EPIQ 2006

Mexico 91 12+ 9 cities 35 38 Ipsos Marplan

South Africa 86 16+ All 25 29 AMPS

Brazil 89 10+ All 52 58 Ipsos Marplan

Russia 99 16+ All 11 11 TNS Gallup Media, NRS

China 100 NS 30 cities 61 61 CIPS

India (AlI) 68 12+ All 20 29 IRS

India (40L+) 88 12+ 7 Cities 40 45 IRS


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A Few Key Results


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Top Dailies

Publication Lang 2007R2 2008 R2

The Times Of India Eng 134.8 133.4

Hindustan Times Eng 60.9 63.5

The Hindu Eng 52.5 52.8

The Telegraph Eng 30.4 29.7

Deccan Chronicle Eng 29.9 28.2

Dainik Jagran Hin 536.1 557.4

Dainik Bhaskar Hin 305.8 338.3

Amar Ujala Hin 282.2 293.8

Hindustan Hin 235.3 266.3

Rajasthan Patrika Hin 131.9 140.0



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Top Dailies


97.1105.0MalMathrubhumi


Asomiya Pratidin Ass 65.9 60.2

Dainik Agradoot Ass 39.8 32.8

Ananda Bazar Patrika Ben 157.5 153.9

Bartaman Ben 87.6 84.0

Gujarat Samachar Guj 84.7 87.4

Sandesh Guj 63.6 65.3

Vijay Karnataka Kan 99.4 92.2

Prajavani Kan 66.4 58.3

Malayala Manorama Mal 129.1 121.8


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Top Dailies

68.156.8TelAndhra Jyothi

8.18.3UrdInquilab

4.66.2UrdUrdu Times


Lokmat Mar 206.6 199.3

Daily Sakal Mar 125.6 116.3

Sambad Ori 51.5 60.6

Samaj Ori 46.4 53.1

Ajit Pun 31.2 30.5

Jag Bani Pun 29.6 29.3

Daily Thanthi Tam 208.8 205.8

Dinakaran Tam 160.8 168.3

Eenadu Tel 142.2 144.1



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Top Magazines


India Today (Eng) Eng 71.3 61.6

Readers Digest Eng 49.3 40.0

General Knowledge Today Eng 43.7 35.2

Competition Success Review Eng 32.9 26.8

Stardust (Eng) Eng 26.6 19.2

Saras Salil Hin 106.4 84.6

India Today (Hin) Hin 69.7 58.1

Meri Saheli Hin 62.4 54.5

Cricket Samrat Hin 51.0 47.9

Pratiyogita Darpan Hin 41.2 43.6

TG : All India (U+R) Figures in Lacs


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Top 2 Magazines (TR) Other Vernacular Languages


Sananda Ben 21.9 19.5

Anandalok Ben 18.5 17.0

Chitralekha Guj 6.4 4.5

Grih Shobha Guj 4.3 3.4

Grihashobhika Mar 18.0 14.8

Saptahik Sakal Mar 9.7 7.0

TG : All India (U+R) Figures in Lacs


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To Summarize

Reach of Press, as well as of other media, show an increasing trend

In terms of regularity of consumption, Press seems to be declining,

whereas other media show an upward trend

While TV and Radio show increasing fragmentation, Press is not

thus leading to higher time spent per title

RPCs continue to show a declining trend explained by higher own

copy reading, smaller family sizes, increasing urbanization and

increasing affluence.

SEC A and 40+ individuals are the strongest segments for Press.

The lower reading habit among young people is the most important

threat


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Thank You

IRS Topline 2008

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