THE JOURNEY

Nielsen is awarded conduct of the IRS

Fieldwork commenced in Jul ‘13

Fieldwork wrapped up in Dec ‘13

Regular Quarterly cycle is resumed

Q1’13

Q2’13

Q3’13

Q4’13

Q1’14

Execution of Pilot

Data Processing & IRS 2013 launch

EXPERIENCES

IT’S NEW AND BETTER
100% DS-CAPI ! Dual-Screen CAPI Interviews for all interviews More India in the new IRS The IRS now includes the North-East, Daman & Diu, Dadra & Nagar Haveli

Significantly reduces non-sampling errors
• • • • • Eliminates order bias Ensures accuracy Reduces fatigue for respondent & interviewer Addresses social and cultural issues Has a positive environment impact Provides a more accurate picture of India • • Tap into new communities Understand demographics for a larger India

IT’S NEW AND BETTER
More Reporting Breaks District-level & Five Lakh+ Media Metrics that are more inclusive Redefined media usage definitions • •


• • • • •

92 Individual & 99 Clustered Districts
95 Five Lakh+ Cities 94 SCRs (Socio Cultural Regions)

AIR – The only reported readership currency Smaller publications reported as ‘Others’


A sampling design that offers granularity Design more localized plans and activations Calculate ROI for newer geographies • •

Media definitions are more recent and more actionable
Television – Last 1 month Radio – Last 1 month

Individual Districts

District Clusters

94 SCRs

Five Lakh+

BUT WATCH OUT!
• Edition level reporting Readership for specific editions would no longer be available Eliminates need to aggregate editions to achieve minimum reporting levels New geographical units (District Clusters) offer better granularity in analyses Do not compare AIR with previous rounds The survey design has significantly changed from previous rounds - Data Collection, Sampling Design, Reporting Breaks Refer Relative Error norms at IRS reporting variables IRS is a sample survey, designed on sampling techniques Every reporting break has a margin of error in estimates

Unauthorized Usage of IRS Data Legal action for use of data (even internally) which has not been subscribed for

THE INDIAN CONSUMER

THE MIDDLE BURGEONS, THE TOP CONSOLIDATES
National Consumer Classification System

Base (000s) – 265,813 All Households

INDIA DEMOGRAPHICS
Education*

265 Mn Households 955 Mn 12+ Individuals

Age Distribution*

Population Projected to December 2013 on the basis of Census of India 2011 * Individuals 12+, Base (000s) – 954,792

MEDIA PRODUCTS LEAD THE RURAL CHARGE
Durable Ownership
All India

Consumer Products’ Purchase
All India

Base (000s) – 265,813 All Households

MEDIA CONSUMPTION

MEDIA CONSUMPTION

MEDIA

701,911

656,203

281,708
Base (000s) – 954,792 Figures in 000s

602,620

83,679

50,672

76,403

TOP PUBLICATIONS
Publication Dainik Jagran Hindustan Dainik Bhaskar Language Hindi Hindi Hindi Periodicity Daily Daily Daily Readership* 15,526 14,245 12,855

Malayala Manorama
Daily Thanthi Rajasthan Patrika The Times Of India Amar Ujala Mathrubhumi Lokmat

Malayalam
Tamil Hindi English Hindi Malayalam Marathi

Daily
Daily Daily Daily Daily Daily Daily

8,565
8,156 7,665 7,253 7,071 6,136 5,601

Base (000s) – 954,792 * AIR, Figures in 000s

TOP DAILIES
Publication Language Periodicity Readership*

Dainik Jagran
Hindustan Dainik Bhaskar Malayala Manorama Daily Thanthi

Hindi
Hindi Hindi Malayalam Tamil

Daily
Daily Daily Daily Daily

15,526
14,245 12,855 8,565 8,156

Rajasthan Patrika
The Times Of India Amar Ujala Mathrubhumi Lokmat

Hindi
English Hindi Malayalam Marathi

Daily
Daily Daily Daily Daily

7,665
7,253 7,071 6,136 5,601

Base (000s) – 954,792 * AIR, Figures in 000s

TOP HINDI DAILIES
Publication Dainik Jagran Hindustan Dainik Bhaskar Language Hindi Hindi Hindi Periodicity Daily Daily Daily Readership* 15,526

14,245
12,855 7,665 7,071 4,628 2,757 2,718 2,291 2,480

Rajasthan Patrika
Amar Ujala Patrika Hari Bhoomi Prabhat Khabar Navbharat Times Punjab Kesari

Hindi
Hindi Hindi Hindi Hindi Hindi Hindi

Daily
Daily Daily Daily Daily Daily Daily

Base (000s) – 954,792 * AIR, Figures in 000s

TOP ENGLISH DAILIES
Publication The Times Of India Hindustan Times The Hindu Language English English English Periodicity Daily Daily Daily Readership* 7,253

4,335
1,473 1,084 937 722 500 458 453 337

Mumbai Mirror
The Telegraph The Economic Times Mid Day Deccan Herald The Tribune Deccan Chronicle

English
English English English English English English

Daily
Daily Daily Daily Daily Daily Daily

Base (000s) – 954,792 * AIR, Figures in 000s

TOP LANGUAGE DAILIES
Publication Malayala Manorama Daily Thanthi Mathrubhumi Language Malayalam Tamil Malayalam Periodicity Daily Daily Daily Readership* 8,565 8,156 6,136

Lokmat
Ananda Bazar Patrika Eenadu Gujarat Samachar Divya Bhaskar Sandesh Daily Sakal

Marathi
Bengali Telugu Gujarati Gujarati Gujarati Marathi

Daily
Daily Daily Daily Daily Daily Daily

5,601
5,515 5,380 4,339 3,770 3,724 3,707

Base (000s) – 954,792 * AIR, Figures in 000s

TOP MAGAZINES
Publication Vanitha India Today Pratiyogita Darpan Language Malayalam English Periodicity Fortnightly Weekly Readership* 2,762 1,531 1,492

Hindi
Hindi Hindi Hindi Malayalam

Monthly
Fortnightly Weekly Monthly Weekly

Saras Salil
India Today SamanyaGyan Darpan Manorama Thozil Veedhi Grih Shobha Mathrubhumi Arogya Masika Mathrubhumi Thozhilvartha

1,160
1,151 1,132 1,012 979 928 874

Hindi
Malayalam Malayalam

Fortnightly
Monthly Weekly

Base (000s) – 954,792 * AIR, Figures in 000s

TOP HINDI MAGAZINES
Publication Pratiyogita Darpan Saras Salil India Today Language Hindi Hindi Periodicity Monthly Fortnightly Readership* 1,492 1,160 1,151

Hindi
Hindi Hindi Hindi Hindi

Weekly
Monthly Fortnightly Weekly Monthly

SamanyaGyan Darpan
Grih Shobha Jagran Josh Plus Cricket Samrat Meri Saheli Grehlakshmi Sarita

1,132
979 781 652 589 521 476

Hindi
Hindi Hindi

Monthly
Monthly Fortnightly

Base (000s) – 954,792 * AIR, Figures in 000s

TOP ENGLISH MAGAZINES
Publication India Today Pratiyogita Darpan The Sportstar Language English English Periodicity Weekly Monthly Readership* 1,531 583 543

English
English English English English

Weekly
Monthly Weekly Monthly Monthly

General Knowledge Today
Outlook Competition Success Review Readers Digest Filmfare Diamond Cricket Today Business Today

540
452 444 362 276 271 264

English
English English

Fortnightly
Monthly Fortnightly

Base (000s) – 954,792 * AIR, Figures in 000s

TOP LANGUAGE MAGAZINES
Publication Vanitha Manorama Thozil Veedhi Mathrubhumi Arogya Masika Language Malayalam Malayalam Periodicity Fortnightly Weekly Readership* 2,762 1,012 928

Malayalam
Malayalam Malayalam Tamil Malayalam

Monthly
Weekly Monthly Weekly Weekly

Mathrubhumi Thozhilvartha
Grihalakshmi Kumudam Malayala Manorama Kungumam Balarama Karmasangsthaan

874
826 769 661 658 621 614

Tamil
Malayalam Bengali

Weekly
Weekly Weekly

Base (000s) – 954,792 * AIR, Figures in 000s

TOP 5 PUBLICATIONS
MAHARASHTRA
Publication
Lokmat Daily Sakal The Times Of India Punya Nagari Pudhari

Language
Marathi Marathi English

Periodicity
Daily Daily Daily Daily Daily

Readership*
5,494 3,702 2,672 2,249 2,061

Marathi
Marathi

Base (000s) – 92,884 * AIR, Figures in 000s

TOP 5 PUBLICATIONS
GUJARAT
Publication Divya Bhaskar Sandesh Gujarat Samachar Language Gujarati Gujarati Periodicity Daily Daily Daily Readership* 3,753 3,724 3,689

Gujarati
Gujarati Gujarati

Kutch Mitra
Gujarat Mitra & Darpan

Daily
Daily

158
155

Base (000s) – 50,200 * AIR, Figures in 000s

TOP 5 PUBLICATIONS
MADHYA PRADESH
Publication Patrika Dainik Bhaskar Nai Dunia Language Hindi Hindi Periodicity Daily Daily Daily Readership* 4,326 3,994 717

Hindi
Hindi Hindi

Raj Express
Navdunia

Daily
Daily

337
316

Base (000s) – 57,079 * AIR, Figures in 000s

TOP 5 PUBLICATIONS
GOA
Publication O Herald O Lokmat Tarun Bharat Language English Marathi Periodicity Daily Daily Daily Readership* 131 106 94

Marathi
Marathi English

Gomantak
The Times Of India

Daily
Daily

91
70

Base (000s) – 1,260 * AIR, Figures in 000s

THANK YOU