Through the IRS Window IRS 2008 R2 – Some Highlights

Through the IRS WindowIRS 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

2005 2006 2007 2008% Change (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

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

• 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

2005 2006 2007 2008% Change (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

TG : All India (U+R)

• Print reach shows a higher growth compared to population as well as ‘Any Media’.

Figures in Lakhs

Growth in Print Reach

2005 2006 2007 2008% Change (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

TG : All India (U+R)

• 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.

Figures in Lakhs

Growth in Print

2005 2006 2007 2008% Change (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

TG : All India (U+R)

• However, regularity of reading, as seen by the AIR measure is coming down – both dailies and magazines show this trend.

Figures in Lakhs

Growth in Media

2005 2006 2007 2008% Change (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

TG : All India (U+R)

• Except for Cinema, all other media show an increased reach.• FM radio, Internet and C&S continue to show the highest growth

Figures in Lakhs

Quality of Media Consumption

• Regularity • Fragmentation• Time Spent• Primary vs. Secondary• Content• Other Avenues

RegularityTG : All India (U+R) Ratio

• All media show a decreasing level of regularity• Increased fragmentation and availability of same content across

media may well be the reasons

MEDIA 2005 2006 2007 2008% Change (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

Average Frequency of Consumption

MEDIA 2005 2006 2007 2008% Change (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 months)

2.7 2.7 2.7 2.7 0

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

Average Frequency of ReadingTG : All India (U+R)

• 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

MEDIA 2005 2006 2007 2008% Change (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 (L1W)

1.5 1.6 1.8 1.9 26.7

Avg No. FM Channels (L1W) 1.3 1.4 1.6 1.7 30.8

Average # Titles ConsumedTG : All India (U+R)

• 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

MEDIA.0 2005 2006 2007 2008% Change (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

Average No. Titles ConsumedTG : All India (U+R)

• The same trend is noticed when seen at the more stringent AIR or equivalent level

Average Time Spent on Media

MEDIA 2006 2007 2008

Press 27.8 27.4 26.5

TV 93.8 96.4 99.4

Radio 69.7 70.4 81.1

Internet 61.5 62.3 60.1

Total Time Spent 113.0 115.8 121.1

Average Time Spent - MinutesTG : All India (U+R)

• 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

2006 2008 % Change

Any Publication 9.6 10.6 10.6

Any TV 31.3 26.9 -14.1

Any Radio 43.6 42.7 -2.0

Time Spent in MinutesTG : All India (U+R)

• 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

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

Percentage of Primary ReadersTG : All India (U+R)

• 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

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

% of Daily Readers TG : All India (U+R)

Other Avenues

2005 2006 2007 2008

Read News on the Net

13.7 14.7 24.1 25.9

TG : All Internet Users (U+R)

• A large proportion 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%

% Internet Users Using it for News

Time of Media Consumption

TV Newspaper Magazine Radio Internet

Early morning to breakfast

5 33 7 18 2

Breakfast to lunch 6 38 21 18 21

After lunch 21 23 44 21 51

Evening until dinner

37 6 21 31 24

After dinner 32 1 7 12 3

% Media ConsumersTG : All India (U+R)

• 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

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

TG : All India (U+R)

• Nationally, the average household size is steadily decreasing - nuclearization.

• This increases circulation but may not have the same effect on readership

Average Household Size

Understanding RPC - Urbanization

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

TG : All India (U+R)

• The population growth rate in urban is higher than that of the rural.

Population: Lakhs

Effect on RPC – Urbanisation

# Publication

Gross AIR

Gross Circulation

Average 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

Figures in Lakhs

Understanding RPC - Affluence

The Indian Consumer Pyramid

Understanding RPC - Increasing Affluence

• The ‘Living Standard’ of the country is steadily going up• Expectedly, own copy reading is now increasing

2005 2006 2007 2008% Change (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

Population % DistributionTG : All India (U+R)

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

ANY PUB TR2005 (TR)

2008(TR)

% TR Change

% AIR 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

Press ReachTG : All India (U+R)

• 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

ANY PUB TR2005 (TR)

2008(TR)

% TR Change

% AIR 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

Press ReachTG : All India (U+R)

• 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

ANY PUB TR 2005 2008% TR

Change% AIR

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

Press ReachTG : All India (U+R)

• 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

SEC 2005 2008 % TR Change

% AIR 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.

Press ReachTG : All India (U+R)

Summary of Segments

Age TR AIR

12 -14 + - - - Major threat

15 - 19 ++ - -

20 - 29 + - -

30 - 39 ++ -

40 - 49 +++ + Strong

50+ +++ + Strong

Town Class TR AIR

40 L + + - - Major threat

10 – 40 L ++ -

1 – 10 L ++ -

< 1 L ++ - -

Rural ++ - -

Gender TR AIR

Male ++ - -

Female ++ - Build

SEC TR AIR

A ++ + Strong

B ++ -

C + - -

D + - -

E ++ - - Affordability?

R1/R2 +++ + Strong

R3/R4 ++ - - Affordability?

TR AIR

All ++ -

International Trends

Country Lit. TG Coverage

Daily Reach

Reach / Literacy

Source

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

Thank You