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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
TG : All India (U+R)
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
TG : All India (U+R)
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
TG : All India (U+R)
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
TG : All India (U+R)
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
TG : All India (U+R)
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
Press ReachTG : All India (U+R)
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
Press ReachTG : All India (U+R)
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.
Press ReachTG : All India (U+R)
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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
TG : All India (U+R) Figures in Lakhs
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Top Dailies
TG : All India (U+R) Figures in Lakhs
97.1105.0MalMathrubhumi
Publication Lang 2007R2 2008 R2
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
Publication Lang 2007R2 2008 R2
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
TG : All India (U+R) Figures in Lakhs
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Top Magazines
Publication Lang 2007R2 2008 R2
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
Publication Lang 2007R2 2008 R2
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
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