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Worlds largest Survey
IRS 2011 Q4Topline Findings
Indian Readership Survey
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Growth: Literacy & Media Consumption
All Figures in 000s % CAGR(2011 Q2-2011 Q4)2011 Q2 2011 Q3 2011
Q4
Literacy 629145 634883 639705 3.4
Any Media 626287 630514 636307 3.2
Press 347763 349889 350347 1.5
TV 531757 539868 549864 6.9
C&S 433208 448243 462383 13.9
Radio 161452 158284 156692 -5.8
Cinema 77832 76832 75768 -5.2
Internet 28406 30888 34409 46.7
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Growth in Living Standards
HPI 2011 Q2 2011 Q3 2011 Q4 CAGR 0 5 132737 130244 126134
-9.7
6 10 43891 45205 46822 13.8
11 20 31376 32148 33635 14.9
21 30 8213 8790 9422 31.6
31 50 7643 8018 8638 27.7
51 70 2376 2509 2772 36.1
71 100 3814 3974 4123 16.9
101 150 2014 2142 2327 33.5
151 200 1375 1411 1488 17.1
200 + 2325 2476 2718 36.7
Average HPI 14.5 15 15.9 20.2
Distribution of HHs (000s) by HPI Score
Household Premiumness Index (HPI) is a composite of 50
variables, including demographics, product
ownership / usage & services.
It is an indicator of Living Standard.
It is a continuous variable which lets you define your target
group more finely.
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IRS 2011 Q4
TOP 10 PUBLICATIONS
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Top 10 Publications
Publication Language Periodicity 2011Q3 2011Q4
Dainik Jagran Hin D 16458 16410
Dainik Bhaskar Hin D 14876 14602
Hindustan Hin D 12033 12045
Malayala Manorama Mal D 9912 9937
Amar Ujala Hin D 8836 8842
The Times Of India Eng D 7467 7616
Lokmat Mar D 7438 7562
Daily Thanthi Tam D 7447 7503
Rajasthan Patrika Hin D 6918 6847Mathrubhumi Mal D 6630 6666
(AIR numbers; All figures in 000)
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Top 10 Dailies
(AIR numbers; All figures in 000)
Publication Language Periodicity 2011Q3 2011Q4
Dainik Jagran Hin D 16458 16410
Dainik Bhaskar Hin D 14876 14602
Hindustan Hin D 12033 12045
Malayala Manorama Mal D 9912 9937
Amar Ujala Hin D 8836 8842
The Times Of India Eng D 7467 7616
Lokmat Mar D 7438 7562
Daily Thanthi Tam D 7447 7503
Rajasthan Patrika Hin D 6918 6847Mathrubhumi Mal D 6630 6666
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Top 10 Magazines
Publication Language Periodicity 2011 Q3 2011 Q4
Vanitha Mal F 2590 2516
Pratiyogita Darpan Hin M 2025 2001
Saras Salil Hin F 1941 1768
Samanya Gyan Darpan* Hin M NA 1678
India Today Eng W 1636 1611
Meri Saheli Hin M 1209 1213
Malayala Manorama Mal W 1307 1206
Cricket Samrat Hin M 1159 1154
General Knowledge Today Eng M 1087 1092Karmakshetra Ben W 1047
1090
(AIR numbers; All figures in 000)
* New introduction in IRS
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DAILIES
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Top 10 Hindi Dailies
(AIR numbers; All figures in 000)
Publication 2011 Q3 2011 Q4
Dainik Jagran 16458 16410
Dainik Bhaskar 14876 14602
Hindustan 12033 12045
Amar Ujala 8836 8842
Rajasthan Patrika 6918 6847
Punjab Kesari 3326 3330
Navbharat Times 2581 2573
Prabhat Khabar 2063 2187
Patrika 1430 1787Nai Dunia 1630 1649
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Top 10 English Dailies
(AIR numbers; All figures in 000)
Publication 2011 Q3 2011 Q4
The Times Of India 7467 7616
Hindustan Times 3733 3791
The Hindu 2169 2240
The Telegraph 1266 1273
Deccan Chronicle 1094 1034
DNA 863 897
Mumbai Mirror 760 803
The Economic Times 812 790
The New Indian Express 593 637
The Tribune 599 585
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Top 10 Language Dailies
(AIR numbers; All figures in 000)
Publication Language 2011 Q3 2011 Q4
Malayala Manorama Mal 9912 9937
Lokmat Mar 7438 7562
Daily Thanthi Tam 7447 7503
Mathrubhumi Mal 6630 6666
Ananda Bazar Patrika Ben 6098 6049
Eenadu Tel 6101 5991
Sakshi Tel 5219 5303
Dinakaran Tam 5253 5227
Gujarat Samachar Guj 5186 5169
Daily Sakal Mar 4273 4400
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MAGAZINES
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Top 10 Hindi Magazines
(AIR numbers; All figures in 000)
Publication Periodicity 2011 Q3 2011 Q4
Pratiyogita Darpan M 2025 2001
Saras Salil F 1941 1768
Samanya Gyan Darpan* M NA 1678
Meri Saheli M 1209 1213
Cricket Samrat M 1159 1154
India Today W 1116 1072
Grehlakshmi M 983 952
Grih shobha F 990 951
Champak F 859 853
Nirogdham Q 773 752
* New introduction in IRS
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Top 10 English Magazines
(AIR numbers; All figures in 000)
Publication Periodicity 2011 Q3 2011 Q4
India Today W 1636 1611
General Knowledge Today M 1087 1092
Readers Digest M 998 1058
Competition Success Review M 657 697
Outlook W 444 487
The Week W 387 438
Pratiyogita Darpan* M NA 404
Stardust M 385 403
Business Today F 345 357
Wisdom M 318 327
* New introduction in IRS
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Top 10 Language Magazines
(AIR numbers; All figures in 000)
Publication Language Periodicity 2011 Q3 2011 Q4
Vanitha Mal F 2590 2516
Malayala Manorama Mal W 1307 1206
Karmakshetra Ben W 1047 1090
Kumudam Tam W 1030 976
Karmasangsthaan Ben W 855 907
Mathrubhumi Arogya Masika Mal M 959 892
Balarama Mal W 851 804
Mathrubhumi Thozhil Vartha Mal W 829 758
Ananda Vikatan Tam W 781 728
Saptahik Bartaman Ben W 667 720
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