INDIAN READERSHIP SURVEY Q1 2019 · 2019-05-14 · IRS Q1 2019 1. Research Design 2. What’s...

INDIAN READERSHIP SURVEY Q1 2019

DATE : 26th April 2019

World’s largest face-to-face Multimedia and Consumption study rolls on; will be released every quarter starting Q1 2019

IRS Q1 2019 report is a rolling average over 3 quarters of 2017 and Q1 2019;reporting sample of 3.24L HHs

Continuous enhancements in processes and QC checks to ensure gold standards of performance

Print is Growing;1.8 Cr additional readers for Dailies since IRS 2017;

0.9 Cr additional readers for Magazines.

Active Internet users have grown significantly; 24% of total universe

IRS Q1 2019 : HEADLINES

Section 1

IRS Q1 2019

1. Research Design

2. What’s different in IRS Q1 2019 ?

HIGHLIGHTS OF OUTCOME

1. Emerging Demographic Profile

2. The Media Landscape

FLOW

THE STUDY OBJECTIVE

A Study designed to :

• Build robust information on Media Landscape of the Country on a continuous

basis

• Arrive at Estimates for Print & Other Media at a granular level

• Both the above, with detailed Demographic Profiling of Consumers

• Enabling the linkage of above to Product Profile & Lifestyle variables

Unbiased Town and Village

selection

Unbiased Household

Selection within a Town / Village

Unbiased Respondent

selection within a household

100% face to face Dual Screen CAPI interviews by trained interviewers,

2 interviews per household; Householder + Selected Individual

A PROBABILITY BASED SURVEY

KEY DESIGN ELEMENTS

RANDOM SELECTION OF TOWNS & VILLAGESCensus 2011 data used for selection

Starting addresses selection done from the electoral rolls

THE 10:90:20 SAMPLING RULE FOLLOWED

10% Incidence, 90% Confidence, Relative Error <= 20%

ESTIMATES ARRIVED FOR -

All India - All, Urban & Rural, Population Strata (9 breaks)

State level (29 states)

District level (91 individual & 101 district clusters)

All Five Lakh + towns (95 towns)

Zonal reporting for Mumbai, Delhi, Kolkata & Chennai

REPORTING PERIOD

This report is based on a Rolling Average of data from last three quarters of

IRS 2017 and one fresh quarter from IRS 2019

Quarter Start Date End Date

IRS 2017 Q2 January’17 May’17

IRS 2017 Q3 May’17 August’17

IRS 2017 Q4 August’17 December’17

IRS 2019 Q1 November’18 April’19

POPULATION STRATA 2017 REPORTEDIRS Q1 2019

REPORTED

METROS 50 LAKH+ 42,734 42,390

METROS 15 – 50 L 24,877 24,748

METROS 10 - 15 L 23,673 23,125

URBAN 5 - 10 L 39,850 39,365

URBAN 2 - 5 L 17,573 18,405

URBAN 1 - 2 L 17,729 18,350

URBAN <1 L 43,288 45,124

TOTAL URBAN 209,724 211,507

TOTAL RURAL 109,894 112,779

TOTAL 319,618 324,286

SAMPLE SIZE

WHAT’S DIFFERENT IN IRS Q1 2019 ?

UPDATED ELECTRONIC C FORM DIGITAL CONTACT SHEET

QUESTIONNAIRE

ENHANCEMENTS

IMPROVED UPSCALE

PROCESS

ADDITIONAL DATABASE

FOR USERS

C FORM GENERATION NOW AUTOMATED

• The C-form is prepared to identify the location and starting point to start the survey.

• This form contains information like State, District, Tehsil, Taluka etc. along with 3 addresses (Selected, Before & After) as well as the Polling Booth address is written on C Form to help locate starting address of the cluster

• From IRS Q1 2019, this process of generating electronic C Form has been Automated

• Program identifies the selected voter in the EP pdf (on the relevant page).

• Looks for the same house number / people with same surname as the selected voter

• Copies the name details of all such people - hence creating the C Form in a familiar format

• The Contact sheet format for IRS Q1 2019 has been changed from Pen & Paper to Digital

• Advantages –• Enables to have a centralized database for contact data.

• Makes the analysis and inferences i.e. DQA process more efficient

CONTACT SHEET NOW DIGITAL

2017 2019

UPSCALE METHODOLOGY ENHANCED

• Process changes to improve efficiencies in UPSCALE

• Removed Kish Grid Selection - make it quota based

• HH Interview and Individual Interview with same person (for adults)

• Boosters in broad locality - instead of cluster level

• Selection of alternate respondents from similar ‘structures’ allowed. e.g. if entry barrier building is a 20 storey building - we substitute respondents from similar range of floors say 15 storey i.e. +/- 1 strata - considering a 5 floor strata

• Started off Upscale as soon as regular Field Work starts

QUESTIONNAIRE ENHANCEMENTS

• Improved question framing

• Split the HH level product category questions into two parts; one set will be administered to Household A and another set to Household B to remove respondent fatigue

ADDITIONAL DATABASE FOR USERS

• In response to subscribers’ requests, in addition to the Household and Individual databases, a third database will be released with this round of the study.

• This new database will allow users to see readership data for publications with low pick-up especially at specific market levels.

• This database is meant to be used for a directional read only, for users’ internal planning, and should not be used for any further detailed analysis, since the data would be highly unstable.

Section 2

SHOWCASING THE OUTCOMEKEY TRENDS

# HOUSEHOLDS HAVE GROWN BY 4% OVER IRS 2017 TO 31 CRORES

12+ individuals Universe in IRS Q1 2019 : 107.85 Crores (up by 3% over IRS 2017)

Figs in Lacs

IRS Q1 2019 consists of Q2,Q3,Q4 2017 and Q1 2019

2676

902

1775

2979

1033

1946

3098

1084

2014

All India

Urban

Rural

IRS 2014

IRS 2017

IRS 2019 Q1

NCCS D/E FURTHER SHRINKS FROM 40% (IRS 2017) TO 38%

2

4

6 6

8

10 10

13

14 14

9

4

2

4

8

9

11

13 13

12 12

10

5

1

2

5

89

11

14

1312

12

9

4

1

A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3

IRS 2014

IRS 2017

IRS 2019 Q1

Figs in %(U+R combined)


5.9

9.6

13.212.3

13.4

14.9

12.4

8.8

5.7

2.8

0.90.3

A1 A2 A3 B1 B2 C1 C2 D1 D2 E1 E2 E3

IRS 2019 Q1- Urban

URBAN NCCS Distribution for IRS Q1 2019


POPULATION CONCENTRATED IN THE NCSS ABC (81%);NEED FOR A SHARPER SOCIO- ECONOMIC DISCRIMINATOR?

ALMOST THE WHOLE OF INDIA IS NOW ELECTRIFIED

100%

Electricity

Punjab

NCT of Delhi

Himachal Pradesh

Telangana

Kerala

Goa

Uttarakhand

95%-99%

Tamil Nadu

Andhra Pradesh

Karnataka

Haryana

Jammu & KashmirManipurMizoram

Gujarat

Maharashtra

West Bengal

ChhattisgarhTripuraNagalandSikkim

90%-94% Madhya PradeshRajasthan

Odisha

< 90%Meghalaya

Assam

Uttar Pradesh

Bihar

Jharkhand

95% of HH’s have

Electricity


ALMOST 3/4TH OF INDIA NOW HAS GAS STOVES

Figs in %99

93 91 90 9288 88 88

85 83

76 74 76

67 6662

65

58

49 50

4245 46

43

37

9994 93 93 92 91 90 89 87 87

80 78 7774 72 70 69

64

55 55 53 53 52 50

44

DE

L (

NC

T)

PU

N

KE

R

TE

L

GO

A

HA

R

AP

HP

TN

UK

MA

H

KA

R

J&

K

RA

J

AL

L IN

DIA UP

GU

J

WB

MP

NE

BIH

AR

CH

H

AS

SA

M

OD

ISH

A

JH

AR

KH

AN

D

IRS 2017 IRS 2019 Q1


OTHER DURABLES ALSO CONTINUE TO GROW

Figs in %


4512

30

38

48

62

7275

9395

35

11

28

35

48

6166

73

9293

25

9

2224

41

55

44

66

7984

AC4 wheelerWashingMachine

RefrigeratorTwoWheeler

AgriculturalLand

Color TVGas StoveCeiling FanMobilephone

Electricity

IRS 2019 Q1IRS 2017IRS 2014

NEED FOR A SHARPER SOCIO- ECONOMIC DISCRIMINATOR?

EMERGING MEDIA LANDSCAPE

INTERNET SEES A HUGE GROWTH

Figs in %


% REACH WITHIN 12+ INDIVIDUALSTOTALSIRS’17

TOTALSIRS’19 Q1

URBAN IRS’17

URBAN IRS’19 Q1

RURAL IRS’17

RURAL IRS’19 Q1

Universe size (000s), 12+ years 104,60,04 107,85,43 36,26,05 37,69,76 68,34,00 70,15,67

TV in last 1 month (L1M) 75 77 88 90 68 70

Newspapers read in L1M 39 39 53 53 31 32

Magazines read in L1M 5 6 9 9 3 4

Listened to Radio in L1M 19 20 28 28 15 15

Accessed Internet in L1M 19 24 33 39 12 16

Watched Cinema in L1M 3 3 6 6 2 2

BASED ON ONLY 2019 Q1 UNROLLED DATA, INDIA NOW HAS 384 MN ACTIVE INTERNET USERS

Total Urban Rural

IRS Q1’19 Only % Penetration IRS Q1’19 Only % Penetration IRS Q1’19 Only % Penetration

Universe size (000s), 12+ yrs 107,85,43 37,69,76 70,15,67

Accessed Internet In The Last One Month

38,47,06 36 19,19,80 51 19,27,25 28

BASE: UNROLLED IRS Q1 2019 ONLY

RURAL INDIA ACCOUNTS FOR 50% OF ACTIVE INTERNET USERS; EVERY SECOND PERSON IN URBAN INDIA IS AN ACTIVE INTERNET USER

KEY PRINT MEDIA TRENDS

A GROWTH IN ABSOLUTE READERS


@ = includes readers for which mastheads were not fielded (smaller titles)

Read in Last 1 Month ALL INDIA URBAN RURAL

IRS 2017 IRS 2019 Q1 IRS 2017 IRS 2019 Q1 IRS 2017 IRS 2019 Q1

Any Dailies 39% 39% 53% 53% 31% 32%

Readers in Crores @ 40.7 42.5 19.3 20.2 21.4 22.3

+1.8 Cr +0.9 Cr +0.9 Cr

A GROWTH IN ABSOLUTE READERS ACROSS LANGUAGES

Read in Last 1 Month ALL INDIA URBAN RURAL

IRS 2017 IRS Q1 2019 IRS 2017 IRS Q1 2019 IRS 2017 IRS Q1 2019

Any Hindi Dailies 17% 17% 21% 21% 15% 15%

Readers in Crores 17.6 18.6 7.6 8.0 10.0 10.6

+1.0 Cr +0.4 Cr +0.6 Cr



Any Regional Dailies 19% 20% 28% 28% 15% 15%


+0.8 Cr +0.3 Cr +0.5 Cr


Any English Dailies 2.7% 2.9% 6.5% 7% 0.6% 0.7%


+0.3 Cr +0.3 Cr +0.0Cr

INCREASE IN ANY DAILIES TR

36.8

29.3

23.0

16.6

Total Readership(TR)

Upto 7 Days(U7D)

Upto 3 Days(U3D)

Average IssueReadership (AIR)

Any Dailies IRS 2017

37.3

29.2

22.6

16.1

Any Dailies IRS Q1 2019


Figs in %

GROWTH IN TR FOR DAILIES ACROSS LANGUAGES

16.8

13.2

10.2

7.2

TotalReadership…

Upto 7 Days(U7D)

Upto 3 Days(U3D)

AverageIssue…

IRS 2017

17.2

13.3

10.2

7.1

IRS Q1 2019


Figs in %

19.4

15.6

12.2

8.8

TotalReadershi…

Upto 7Days (U7D)

Upto 3Days (U3D)

AverageIssue…

IRS 2017

19.5

15.4

11.8

8.4

IRS Q1 2019

Any Hindi Dailies Any Regional Dailies

2.7

2.1

1.7

1.2

TotalReadershi…

Upto 7 Days(U7D)

Upto 3 Days(U3D)

AverageIssue…

IRS 2017

2.9

2.3

1.7

1.2

IRS Q1 2019

Any English Dailies

“ONLINE” NEWSPAPER READERSHIP SHOWS AN INCREASE

LAST 1 MONTH : IRS 2017ALL

INDIA URBAN 50L+ NCCS A1

Universe 12+ Years (Crores) 104.6 36.3 8.1 2.3

Newspapers Read (Online) 4% 8% 11% 26%

LAST 1 MONTH : IRS Q1 2019ALL

INDIA URBAN 50L+ NCCS A1

Universe 12+ Years (Crores) 107.8 37.7 8.3 2.4

Newspapers Read (Online) 5% 9% 12% 27%


MAGAZINES SHOWING GROWTH

TOTAL READERSHIP

(AS PER PERIODICITY)ALL INDIA URBAN RURAL


% MAGAZINES 7% 8% 12% 13% 5% 5%

Readers in crores 7.8 8.7 4.5 4.9 3.4 3.8

+0.9 Cr +0.4 Cr +0.4 Cr


TOP PUBLICATIONS

TOP 20 DAILIES READERSHIP

TR OF PUBLICATIONS(U+R)

IRS 2017IRS 2019

Q1TR OF PUBLICATIONS (U+R)

IRS 2017IRS 2019

Q1

Dainik Jagran 70377 73673 Prabhat Khabar 13492 14102

Hindustan 52397 54695 Mathrubhumi 11848 12951

Dainik Bhaskar 45105 51405 Punjab Kesari 12232 12657

Amar Ujala 46094 47645 Dinakaran 12083 12656

Daily Thanthi 23149 24054 Ananda Bazar Patrika 12763 12546

Lokmat 18066 19691 Gujarat Samachar 11784 11873

Rajasthan Patrika 16326 18036 Daily Sakal 10498 11841

Malayala Manorama (Daily) 15999 17477 Dinamalar 11659 11796

Eenadu 15848 15673 Sandesh 10352 10375

The Times Of India 13045 15236 Patrika 9823 9967

LAST 1 MONTH READ (TOTAL READERSHIP)

Figs in 000s (12+ Years); Urban+Rural

(EXCLUDING - VARIANT)

TOP 10 DAILIES HINDI



HINDI IRS 2017 IRS 2019 Q1

Dainik Jagran 70377 73673

Hindustan 52397 54695

Dainik Bhaskar 45105 51405

Amar Ujala 46094 47645

Rajasthan Patrika 16326 18036

Prabhat Khabar 13492 14102

Punjab Kesari 12232 12657

Patrika 9823 9967

Navbharat Times 7641 7654

Nai Dunia 6386 7112

TOP 10 DAILIES ENGLISH

ENGLISH IRS 2017 IRS 2019 Q1

The Times Of India 13045 15236

Hindustan Times 6847 7675

The Hindu English 5300 6226

The Economic Times (English) 3103 3701

Mumbai Mirror 1813 2165

The Indian Express 1599 1855

The New Indian Express 1507 1846

The Tribune 1490 1647

The Telegraph 1558 1599

Deccan Chronicle 1389 1471

LAST 1 MONTH READ (TOTAL READERSHIP) Figs in 000s (12+ Years); Urban+Rural

TOP 10 DAILIES : ALL INDIA : REGIONAL

PUBLICATION IRS 2017 IRS 2019 Q1

Daily Thanthi 23149 24054

Lokmat 18066 19691

Malayala Manorama (Daily) 15999 17477

Eenadu 15848 15673

Mathrubhumi 11848 12951

Dinakaran 12083 12656

Ananda Bazar Patrika 12763 12546

Gujarat Samachar 11784 11873

Daily Sakal 10498 11841

Dinamalar 11659 11796



TOP DAILIES - BY LANGUAGE

ASSAMESE IRS 2017IRS 2019

Q1BENGALI IRS 2017

IRS 2019 Q1

GUJARATI IRS 2017IRS 2019

Q1

Asomiya Pratidin 2162 2500 Ananda Bazar Patrika 12763 12546 Gujarat Samachar 11784 11873

Niyamiya Barta 782 1016 Bartaman 9674 9511 Sandesh 10352 10375

Asomiya Khabar 814 997 Sangbad Pratidin 3270 3270 Divya Bhaskar 7841 8178

Amar Asom 583 705 Ei Samay 2646 2733 Saurashtra Samachar 647 766

Bismoi 516 676 Uttar Banga Sambad 2007 2056 Kutch Mitra (Daily) 695 757

KANNADA IRS 2017IRS 2019

Q1 MALAYALAM IRS 2017

IRS 2019 Q1

MARATHI IRS 2017IRS 2019

Q1

Vijay Karnataka 6925 7910 Malayala Manorama 15999 17477 Lokmat 18222 19691

Vijayavani 6482 7230 Mathrubhumi 11848 12951 Daily Sakal 10498 11841

Prajavani 6435 7177 Vanitha (Malayalam) 6128 7028 Punya Nagari 9520 9670

Udayavani 3109 3324 Deshabhimani (Daily) 5406 6307 Pudhari 7299 8083

Kannada Prabha2263 2662

Mathrubhumi Arogya Masika2269 2683

Loksatta3802 4174



TOP DAILIES - BY LANGUAGE

ORIYA IRS 2017IRS 2019

Q1 PUNJABI IRS 2017

IRS 2019 Q1

TAMIL IRS 2017IRS 2019

Q1

Sambad (Ori) 6594 6606 Jag Bani 4149 4386 Daily Thanthi 23149 24054

Samaja 5630 5486 Ajit 4013 4349 Dinakaran 12083 12656

The Prameya 3695 3772 Punjabi Tribune 793 846 Dinamalar 11659 11796

Dharitri 3542 3187 Punjabi Jagran 628 684 Ananda Vikatan 2708 3412

The Samaya 1097 1041 Sach Kahoon293 233

The Hindu Tamil2890 2728

TELUGU IRS 2017IRS 2019

Q1URDU IRS 2017

IRS 2019 Q1

Eenadu 15848 15673 Inquilab 778 939

Sakshi 9341 8808 Roznama Rashtriya Sahara 307 328

Andhra Jyothi 6354 6288 Siasat 221 289

Namasthe Telangana3196 3017

Akhbar-E-Mashriq284 262

Swati Sapari Vara Patrika 1098 1066 Urdu Times 217 250



TOP 20 MAGAZINES : ALL INDIA

MAGAZINES IRS 2017IRS Q1 2019

MAGAZINES IRS 2017IRS Q1 2019

India Today (English) 7992 9152 The Sportstar 2937 3437

India Today (Hindi) 7159 7712 Ananda Vikatan 2708 3412

SamanyaGyan Darpan 6882 7495 Sarita 2958 3068

Vanitha (Malayalam) 61267028

Diamond Cricket Today (Hindi)

28092993

Pratiyogita Darpan (Hindi) 5924 6418 Cricket Samrat 2920 2988

Meri Saheli 46234682

Diamond Cricket Today (English)

25492928

Saras Salil Hindi 4318 4263 Grih Shobha (Hindi) 2759 2784

Bal Bhaskar 3598 3913 Filmfare (English - Monthly) 2333 2740

General Knowledge Today 34933667

Mathrubhumi ArogyaMasika

22692683

Champak (Hindi) 3336 3526 Kumudam 2269 2631

TOTAL READERSHIP : BASIS RESPECTIVE PERIODICITY


TOP MAGAZINES : BY LANGUAGE

HINDI IRS 2017IRS Q1 2019

ENGLISH IRS 2017IRS Q1 2019

REGIONAL IRS 2017IRS Q1 2019

India Today (Hindi) 7181 7712 India Today (English) 8013 9152 Vanitha (Malayalam) 6128 7028

SamanyaGyan Darpan 6882 7495 General Knowledge Today 3496 3667 Ananda Vikatan 2708 3412

Pratiyogita Darpan(Hindi)

5924 6418 The Sportstar 2951 3437Mathrubhumi ArogyaMasika

2269 2683

Meri Saheli 4635 4682Diamond Cricket Today (English)

2549 2928 Kumudam 2269 2631

Saras Salil Hindi 4320 4263 Filmfare (English - Monthly) 2351 2740Mathrubhumi Thozhilvartha

2235 2605

Bal Bhaskar 3598 3913 Pratiyogita Darpan (English) 1820 1924 Balarama 1973 2542

Champak (Hindi) 3339 3526 Outlook English 1517 1760 Kungumam 2172 2507

Sarita 2958 3068 The Week 1312 1634 Grihalakshmi 2118 2423

Diamond Cricket Today (Hindi)

2809 2993 Time 1299 1559 Manorama Thozil Veedhi 1844 2146

Cricket Samrat 2920 2988Competition Success Review

1479 1558 Puthiya Thalaimurai 1623 1986




ASSAMESE Periodicity IRS 2017IRS Q1 2019

BENGALI Periodicity IRS 2017IRS Q1 2019

GUJARATI PeriodicityIRS

2017IRS Q1 2019

Bismoi Monthly 516 676 Karmasangsthaan Weekly 1702 1774 Chitralekha (Gujarati) Weekly 272 407

Nandini Monthly 513 584 Karmakshetra Weekly 1319 1357 Abhiyaan Weekly 284 352

Priyo Sakhi Monthly 410 444 Sananda Fnly 1287 1319 Grih Shobha Gujarati Monthly 236 234

Prantik Fnly 334 392 Saptahik Bartaman Weekly 937 942 Stree Monthly 148 189

Sadin Weekly 236 301 Anandalok Fnly 890 921 Maari Saheli 134 161

KANNADA Periodicity IRS 2017IRS Q1 2019

MALAYALAM Periodicity IRS 2017IRS Q1 2019

ORIYA PeriodicityIRS

2017IRS Q1 2019

Sudha Weekly 1307 1472 Vanitha (Malayalam) Fnly 6128 7028 Nijukti Khabar Weekly 576 455

Taranga Weekly 1078 1227Mathrubhumi ArogyaMasika

Monthly 2269 2683Odia Galpa raNabajataka Katha

247

Grih Shobha(Kan)

Monthly 441 488MathrubhumiThozhilvartha

Weekly 2235 2605 Pourusha 140

Mayura Monthly 374 448 Balarama Fnly 1973 2542

Mangala Monthly 303 349 Grihalakshmi Weekly 2118 2423




MARATHI Periodicity IRS 2017IRS Q1 2019

TAMIL Periodicity IRS 2017IRS Q1 2019

TELUGU Periodicity IRS 2017IRS Q1 2019

Grihashobhika Monthly 576 618 Ananda Vikatan Weekly 2708 3412Swati Sapari VaraPatrika

Weekly 1098 1066

Saptahik Sakal Weekly 505 552 Kumudam Weekly 2269 2631 Swati Monthly 939 863

Rojgar NoukariSandarbha

Weekly 538 520 Kungumam Weekly 2172 2507 Navya Monthly 384 446

Lokprabha Weekly 392 452PuthiyaThalaimurai

Weekly 1623 1986 Annadata Weekly 507 418

Chitralekha Monthly 369 396 Aval Vikatan Fnly 1104 1306 Telugu Velugu Monthly 241 295



THANK YOU

INDIAN READERSHIP SURVEY Q1 2019 · 2019-05-14 · IRS Q1 2019 1. Research Design 2. What’s...

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Transcript of INDIAN READERSHIP SURVEY Q1 2019 · 2019-05-14 · IRS Q1 2019 1. Research Design 2. What’s...