Through the IRS Window

IRS 2008 R2 – Some Highlights

4 Nov, 2008
Contents

 Media Reach
 Quality of Media Consumption
 Readership – in Depth
 A Few Key Results
Media Reach
 Population and Literacy
TG : All India (U+R) Figures in Lakhs
% Change
2005 2006 2007 2008
(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

• 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.
 Growth in Media Reach
TG : All India (U+R) Figures in Lakhs
% Change
2005 2006 2007 2008
(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

• Print reach shows a higher growth compared to population as well

as ‘Any Media’.
 Growth in Print Reach
TG : All India (U+R) Figures in Lakhs
% Change
2005 2006 2007 2008
(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

• 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.
 Growth in Print
TG : All India (U+R) Figures in Lakhs
% Change
2005 2006 2007 2008
(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

• However, regularity of reading, as seen by the AIR measure is

coming down – both dailies and magazines show this trend.
 Growth in Media
TG : All India (U+R) Figures in Lakhs
% Change
2005 2006 2007 2008
(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

• Except for Cinema, all other media show an increased reach.

• FM radio, Internet and C&S continue to show the highest growth
Quality of Media Consumption

• Regularity
• Fragmentation
• Time Spent
• Primary vs. Secondary
• Content
• Other Avenues
 Regularity
TG : All India (U+R) Ratio
% Change
MEDIA 2005 2006 2007 2008
(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

• All media show a decreasing level of regularity

• Increased fragmentation and availability of same content across
media may well be the reasons
Average Frequency of Consumption
TG : All India (U+R) Average Frequency of Reading
% Change
MEDIA 2005 2006 2007 2008
(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 2.7 2.7 2.7 2.7 0
months)

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

• The ‘Average Frequency of Reading’ is coming down for all print

periodicities.
• The ‘Average Frequency of Viewing/ Listening’ is increasing for TV,
radio and internet.
No. of Titles/Channels
TG : All India (U+R) Average # Titles Consumed
% Change
MEDIA 2005 2006 2007 2008
(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
1.5 1.6 1.8 1.9 26.7
(L1W)
Avg No. FM Channels (L1W) 1.3 1.4 1.6 1.7 30.8

• While no. of titles read is declining, the number of channels

consumed in TV and radio show an increasing trend
Average No. of Titles Consumed
TG : All India (U+R) Average No. Titles Consumed
% Change
MEDIA.0 2005 2006 2007 2008
(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

• The same trend is noticed when seen at the more stringent AIR or
equivalent level
Average Time Spent on Media
TG : All India (U+R) Average Time Spent - Minutes
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

• 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
Time Spent Per Title
TG : All India (U+R) Time Spent in Minutes
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

• 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.
Primary Readers
TG : All India (U+R) Percentage of 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

• In general proportion of readers reading their own copy is on the

rise
• This trend of increasing primary readership is seen for all segments
Sections Read
TG : All India (U+R) % of Daily Readers
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
Other Avenues
TG : All Internet Users (U+R) Internet Users Using it for News in Lakhs
2005 2006 2007 2008
Read News on the 13.7 14.7 24.1 25.9
Net

• A large number of Internet user access news on the Net.

However, given the small base, this is still small in terms of total
numbers, 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%
Time of Media Consumption
TG : All India (U+R) % Media Consumers

TV Newspaper Magazine Radio Internet

Early morning to 5 33 7 18 2
breakfast
Breakfast to lunch 6 38 21 18 21
After lunch 21 23 44 21 51
Evening until 37 6 21 31 24
dinner
After dinner 32 1 7 12 3

• Each media has a clear pattern of consumption, with only a little

overlap between press and TV
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 and
minor 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
 Understanding Readership – In Depth

• Understanding RPC
• A Segmented View
• International Comparison
Understanding RPC – Effect of Household Size
TG : All India (U+R) Average 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

• Nationally, the average household size is steadily decreasing -

nuclearization.
• This increases circulation but may not have the same effect on
readership
Understanding RPC - Urbanization
TG : All India (U+R)
Population: Lakhs

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
Rural 54,13 55,41 56,77 57,87 2.26

• The population growth rate in urban is higher than that of the rural.
Effect on RPC – Urbanisation

Figures in Lakhs
Gross Gross Average
# Publication
AIR Circulation RPC
Upto 50% urban readership 62 670 140 4.8
50-75 % urban readership 68 1180 215 5.5
> 75% urban readership 60 302 139 2.2
Understanding RPC - Affluence

The Indian Consumer Pyramid

Understanding RPC - Increasing Affluence
TG : All India (U+R) Population % Distribution
% Change
2005 2006 2007 2008
(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

• The ‘Living Standard’ of the country is steadily going up

• Expectedly, own copy reading is now increasing
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
A Segmented View
Share and Growth by Age
TG : All India (U+R) Press Reach
2005 2008 % TR % AIR
ANY PUB TR
(TR) (TR) Change Change
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

• 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.
Share and Growth by Gender
TG : All India (U+R) Press Reach
2005 2008 % TR % AIR
ANY PUB TR
(TR) (TR) Change Change
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

• 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
Share and Growth by Pop-Strata
TG : All India (U+R) Press Reach
% TR % AIR
ANY PUB TR 2005 2008
Change Change
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

• The 1-10 Lakh pop-strata is growing at a faster rate than any other
pop-strata. The decline in AIR is the lowest in it.
Share and Growth by SEC
TG : All India (U+R) Press Reach
SEC 2005 2008 % TR % AIR
Change Change
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.
Summary of Segments
Town Class TR AIR
TR AIR 40 L + + -- Major threat
All ++ - 10 – 40 L ++ -
1 – 10 L ++ -
Age TR AIR
<1L ++ - -
12 -14 + - - - Major threat
Rural ++ - -
15 - 19 ++ --
20 - 29 + -- SEC TR AIR
30 - 39 ++ - A ++ + Strong
40 - 49 +++ + Strong B ++ -
50+ +++ + Strong C + --
D + --
Gender TR AIR
E ++ -- Affordability?
Male ++ --
R1/R2 +++ + Strong
Female ++ - Build
R3/R4 ++ -- Affordability?
International Trends
Country Lit. TG Covera Daily Reach / Source
ge Reach Literacy
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
A Few Key Results
 Top Dailies
TG : All India (U+R) Figures in Lakhs

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
Top Dailies
TG : All India (U+R) Figures in Lakhs

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
Mathrubhumi Mal 105.0 97.1
Top Dailies
TG : All India (U+R) Figures in Lakhs

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
Andhra Jyothi Tel 56.8 68.1
Inquilab Urd 8.3 8.1
Urdu Times Urd 6.2 4.6
 Top Magazines
TG : All India (U+R) Figures in Lacs

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
 Top 2 Magazines (TR) – Other Vernacular Languages
TG : All India (U+R) Figures in Lacs

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
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
Thank You