IRS 2011 - Q1 | Target Audience | Consumerism

IRS 2011 Q1 Topline Findings

Indian Readership Survey

World’s largest Survey

Growth: Literacy & Media Consumption
2010 Q3 2010 Q4 2011Q1 % CAGR

Literacy Any Media Press TV C&S Radio Cinema Internet

609782 610845 339242 509862 383605 168670 81970 22520

616807 615401 342703 516407 403383 163913 81663 24329

623796 620272 344581 522444 416505 161486 79710 25923

4.6 3.1 3.2 5.0 17.9 -8.3 -5.4 32.5

IRS 2011 Q1

product ownership / usage & services.2 27.4 22. • It is an indicator of ‘Living Standard’.0 28.1 33.7 133604 42604 31137 8179 7681 2421 3620 1926 1264 2204 14.Growth in Living Standards HPI 0–5 6 – 10 11 – 20 21 – 30 31 – 50 51 – 70 71 – 100 101 – 150 151 – 200 200 + Average HPI Distribution of HHs by HPI Percentile (index to 1000 ) 2010 Q3 2010 Q4 2011Q1 % CAGR 134983 40789 30373 8245 7525 2265 3207 1744 1117 1911 13.1 -2.1 5.3 134980 41264 30666 8140 7536 2298 3515 1840 1199 2077 13.2 14.0 12. including demographics. IRS 2011 Q1 .0 9.1 -1. • It is a continuous variable which lets you define your target group more finely.6 4.4 • Household Premiumness Index (HPI) is a composite of 50 variables.

TOP 10 PUBLICATIONS IRS 2011 Q1 .

All figures in ‘000) IRS 2011 Q1 .Top 10 Publications Publication Dainik Jagran Dainik Bhaskar Hindustan Malayala Manorama (Daily) Amar Ujala Lokmat The Times Of India Daily Thanthi Rajasthan Patrika Mathrubhumi Language Periodicity Hin Hin Hin Mal Hin Mar Eng Tam Hin Mal D D D D D D D D D D 2010 Q4 16066 13992 11452 9930 8640 7712 7424 7014 7166 6637 2011 Q1 15910 14016 11810 9938 8747 7486 7442 7187 7033 6800 (AIR numbers.

All figures in ‘000) IRS 2011 Q1 .Top 10 Dailies Publication Dainik Jagran Dainik Bhaskar Hindustan Malayala Manorama (Daily) Amar Ujala Lokmat The Times Of India Daily Thanthi Rajasthan Patrika Mathrubhumi Language Periodicity Hin Hin Hin Mal Hin Mar Eng Tam Hin Mal D D D D D D D D D D 2010 Q4 16066 13992 11452 9930 8640 7712 7424 7014 7166 6637 2011 Q1 15910 14016 11810 9938 8747 7486 7442 7187 7033 6800 (AIR numbers.

Top 10 Magazines Publication Vanitha (Mal) Pratiyogita Darpan Saras Salil India Today (Eng) Malayala Manorama (Weekly) India Today (Hin) Meri Saheli Kumudam Grih Shobha (Hin) Grehlakshmi Language Periodicity Mal Hin Hin Eng Mal Hin Hin Tam Hin Hin F M F W W W M W F M 2010 Q4 2715 1957 1942 1757 1386 1162 1133 1143 1092 1043 2011 Q1 2653 2027 1945 1650 1413 1137 1100 1066 1061 1031 (AIR numbers. All figures in ‘000) IRS 2011 Q1 .

DAILIES IRS 2011 Q1 .

All figures in ‘000) IRS 2011 Q1 .Top 10 Hindi Dailies Publication Dainik Jagran Dainik Bhaskar Hindustan Amar Ujala Rajasthan Patrika Punjab Kesari Navbharat Times Prabhat Khabar Nai Dunia Hari Bhoomi 2010 Q4 16066 13992 11452 8640 7166 3559 2579 1679 1671 1510 2011Q1 15910 14016 11810 8747 7033 3479 2589 1812 1762 1418 (AIR numbers.

All figures in ‘000) IRS 2011 Q1 .Top 10 English Dailies Publication The Times Of India Hindustan Times The Hindu The Telegraph Deccan Chronicle DNA Mumbai Mirror The Economic Times The Tribune The New Indian Express 2010 Q4 7424 3592 2115 1238 1073 750 711 797 621 529 2011 Q1 7442 3692 2095 1203 1035 822 780 769 569 550 (AIR numbers.

All figures in ‘000) IRS 2011 Q1 .Top 10 Language Dailies Publication Malayala Manorama (Daily) Lokmat Daily Thanthi Mathrubhumi Ananda Bazar Patrika Eenadu Gujarat Samachar Dinakaran Sakshi Daily Sakal Language Mal Mar Tam Mal Ben Tel Guj Tam Tel Mar 2010 Q4 9930 7712 7014 6637 6172 6041 5177 4977 4954 4652 2011Q1 9938 7486 7187 6800 6118 5991 5276 5123 5042 4568 (AIR numbers.

MAGAZINES IRS 2011 Q1 .

Top 10 Hindi Magazines Publication Pratiyogita Darpan Saras Salil India Today (Hin) Meri Saheli Grih Shobha (Hin) Grehlakshmi Cricket Samrat Champak (Hin) Nirogdham Sarita Periodicity M F W M F M M F Q F 2010 Q4 1957 1942 1162 1133 1092 1043 1050 807 780 727 2011Q1 2027 1945 1137 1100 1061 1031 984 843 711 710 (AIR numbers. All figures in ‘000) IRS 2011 Q1 .

All figures in ‘000) IRS 2011 Q1 .Top 10 English Magazines Publication India Today (Eng) General Knowledge Today Readers Digest Competition Success Review Outlook Filmfare Stardust (Eng) Femina The Week Wisdom Periodicity W M M M W F M F W M 2010 Q4 1757 1000 974 704 467 385 367 328 302 393 2011 Q1 1650 1002 960 684 438 382 352 337 325 325 (AIR numbers.

Top 10 Language Magazines Publication Vanitha (Mal) Malayala Manorama (Weekly) Kumudam Mathrubhumi Arogya Masika Karmakshetra Ananda Vikatan Mathrubhumi Thozhil Vartha Balarama Kungumam Grihalakshmi Language Mal Mal Tam Mal Ben Tam Mal Mal Tam Mal Periodicity 2010 Q4 F W W M W W W W W M 2715 1386 1143 988 875 940 857 877 745 690 2011 Q1 2653 1413 1066 929 894 879 816 812 725 688 (AIR numbers. All figures in ‘000) IRS 2011 Q1 .

IRS PRODUCTS IRS 2011 Q1 .

Profiles the richest and the poorest villages of India. A deep dive on the top five percent consumers of India Analyses the rate of growth in several consumer products across geographies and the drivers of growth in rural. Showcases our interests in sections we read and goes on to explore how we are different based on what we read.Guide to Indian Markets 2011 Coming Soon The Indian Consuming Class Corporate Franchise Maps the billion consumers of India in to several segments based on their degree of consumption and profiles these segments. Tracks the growth of leading corporates in terms of net consumers (franchise) gained over the last 5 years and opportunities missed. Ranks the districts of India based on consumption. Maps thirteen life stages and explores the media choices we make based on where we are on the life-stage and economic cycle. What we read Life stages and Media Rural Consumerism Districts of India IRS 2011 Q1 .

IRS 2011 Q1 .

1 •Reporting of over 75 towns •Annual sample size : 252000 Target Group •House wife / Individuals •Age – 12 + IRS 2011 Q1 .Ride on IRS Add questions specific to your brand Get quarterly reports Cost per sample. as low as Re.

IRS 2011 Q1 . You can define your target audience precisely. The concept of HPI allocates high scores for less penetrated product categories and services. For long. Lower scores are attached to highly penetrated categories or mass consumed categories. HPI is extremely useful in knowing the affluence of the population. this activity has been based largely on the SEC / MHI system. MRUC and Hansa Research invented HPI to help you classify / target with more accuracy and fineness.HPI – Household Premiumness Index Consumer classification and targeting is one of the key tasks of marketers and planners. The second advantage of HPI is that being a continuous variable. Being a ‘behavioral’ measure that is based on 50 different variables. it does not place restrictions on you while defining the target group.

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