Readership Surveys in India

Prepared by Dr Anjana Grewal Oct 2011

Readership Surveys
Print Industry Advertisers who use Print to reach out to

their audience Capture Readership habits across diverse geographies Socio-Economic

Background
National Readership Survey Indian Readership Survey Now they have merged- 50/50 partnership Readership Studies Council of India-

largest readership study in the World Formed in Sept/Oct 2011 Chairperson is Lynn de Souza

National Readership Survey

Managed by INS- Indian Newspaper Society AAAI- Advertising Agencies Association of India ABC- Audit Bureau of Circulation NRS owner- National Readership Studies Council NRS releasing reports upto 2006

Indian Readership Survey

Owned by MRUC Research was conducted by Media Research Users

Council- MRUC- Hansa REsearch

After 2006 only IRS was releasing data on

readership Dispute between the two Finally they are merging into a single entity

Information
In India- 77000- 80000 publications 107 million copies circulated daily In 2010- print sector was rs 19300 cr- this

will grow to rs31000 cr by 2015 Adv revenue-12600 in 2010 grow to rs23600cr

IRS Reports
IRS releases quarterly reports Current sample size is 262000 AIR- Average Issue Readership First qtr results-2011 345 mn read a newspaper 523 mn watch TV 80 mn watched a film

Top Ten English Papers

1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

TOI HT Hindu Telegraph Deccan Chronicle DNA Mumbai Mirror ET The Tribune New Indian Express

The Future Outlook

After formation of the technical committee- they will look at a new

methodology This will reflect changes in the readership habits Reading time has changed Members of a house hold- readership habits The new methodology will take a year to take shape Digital editions- readership Magazines Luxury Mags New Niche segments IRS will continue to release