IRS 2011 Q3Topline Findings
World’s largest Survey
Indian Readership Survey
Growth: Literacy & Media Consumption
2011 Q1 2011 Q2 2011 Q3% CAGR
(2011 Q1-2011 Q3)
Literacy 623796 629145 634883 3.6
Any Media 620272 626287 630514 3.3
Press 344581 347763 349889 3.1
TV 522444 531757 539868 6.8
IRS 2011 Q3
C&S 416505 433208 448243 15.8
Radio 161486 161452 158284 -3.9
Cinema 79710 77832 76832 -7.1
Internet 25923 28406 30888 42.0
Growth in Living Standards
HPI 2011 Q1 2011 Q2 2011 Q3 CAGR
0 – 5 133604 132737 130244 -5.0
6 – 10 42604 43891 45205 12.6
11 – 20 31137 31376 32148 6.6
21 – 30 8179 8213 8790 15.5
31 – 50 7681 7643 8018 9.0
51 – 70 2421 2376 2509 7.4
71 – 100
Distribution of HHs by HPI Percentile (index to 1000 )
IRS 2011 Q3
71 – 100 3620 3814 3974 20.5
101 – 150 1926 2014 2142 23.7
151 – 200 1264 1375 1411 24.6
200 + 2204 2325 2476 26.2
Average HPI 14.1 14.5 15 13.2
• 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.
IRS 2011 Q3
TOP 10 PUBLICATIONS
Top 10 Publications
Publication Language Periodicity 2011Q2 2011Q3
Dainik Jagran Hin D 16393 16458
Dainik Bhaskar Hin D 14174 14876
Hindustan Hin D 11985 12033
Malayala Manorama Mal D 9962 9912
Amar Ujala Hin D 8891 8836
IRS 2011 Q3
Amar Ujala Hin D 8891 8836
The Times Of India Eng D 7471 7467
Daily Thanthi Tam D 7290 7447
Lokmat Mar D 7595 7438
Rajasthan Patrika Hin D 6941 6918
Mathrubhumi Mal D 6690 6630
(AIR numbers; All figures in ‘000)
Top 10 Dailies
Publication Language Periodicity 2011Q2 2011Q3
Dainik Jagran Hin D 16393 16458
Dainik Bhaskar Hin D 14174 14876
Hindustan Hin D 11985 12033
Malayala Manorama Mal D 9962 9912
Amar Ujala Hin D 8891 8836
IRS 2011 Q3
(AIR numbers; All figures in ‘000)
Amar Ujala Hin D 8891 8836
The Times Of India Eng D 7471 7467
Daily Thanthi Tam D 7290 7447
Lokmat Mar D 7595 7438
Rajasthan Patrika Hin D 6941 6918
Mathrubhumi Mal D 6690 6630
Top 10 Magazines
Publication Language Periodicity 2011 Q2 2011 Q3
Vanitha Mal F 2671 2590
Pratiyogita Darpan Hin M 2154 2025
Saras Salil Hin F 2039 1941
India Today Eng W 1724 1636
Malayala Manorama Mal W 1393 1307
IRS 2011 Q3
Malayala Manorama Mal W 1393 1307
Meri Saheli Hin M 1174 1209
Cricket Samrat Hin M 1213 1159
India Today Hin W 1144 1116
General Knowledge Today Eng M 977 1087
Karmakshetra Ben W 916 1047
(AIR numbers; All figures in ‘000)
IRS 2011 Q3
DAILIES
Top 10 Hindi Dailies
Publication 2011 Q2 2011 Q3
Dainik Jagran 16393 16458
Dainik Bhaskar 14174 14876
Hindustan 11985 12033
Amar Ujala 8891 8836
Rajasthan Patrika 6941 6918
IRS 2011 Q3
(AIR numbers; All figures in ‘000)
Rajasthan Patrika 6941 6918
Punjab Kesari 3414 3326
Navbharat Times 2650 2581
Prabhat Khabar 1893 2063
Nai Dunia 1714 1630
Patrika 1251 1430
Top 10 English Dailies
Publication 2011 Q2 2011 Q3
The Times Of India 7471 7467
Hindustan Times 3737 3733
The Hindu 2077 2169
The Telegraph 1209 1266
Deccan Chronicle 1088 1094
IRS 2011 Q3
(AIR numbers; All figures in ‘000)
Deccan Chronicle 1088 1094
DNA 824 863
The Economic Times 785 812
Mumbai Mirror 758 760
The Tribune 567 599
The New Indian Express 559 593
Top 10 Language Dailies
Publication Language 2011 Q2 2011 Q3
Malayala Manorama Mal 9962 9912
Daily Thanthi Tam 7290 7447
Lokmat Mar 7595 7438
Mathrubhumi Mal 6690 6630
Eenadu Tel 6032 6101
IRS 2011 Q3
(AIR numbers; All figures in ‘000)
Eenadu Tel 6032 6101
Ananda Bazar Patrika Ben 6063 6098
Dinakaran Tam 5167 5253
Sakshi Tel 5106 5219
Gujarat Samachar Guj 5220 5186
Daily Sakal Mar 4448 4273
IRS 2011 Q3
MAGAZINES
Top 10 Hindi Magazines
Publication Periodicity 2011 Q2 2011 Q3
Pratiyogita Darpan M 2154 2025
Saras Salil F 2039 1941
Meri Saheli M 1174 1209
Cricket Samrat M 1213 1159
India Today W 1144 1116
IRS 2011 Q3
(AIR numbers; All figures in ‘000)
India Today W 1144 1116
Grih Shobha F 1008 990
Grehlakshmi M 1010 983
Champak F 873 859
Vanitha M 764 777
Nirogdham Q 763 773
Top 10 English Magazines
Publication Periodicity 2011 Q2 2011 Q3
India Today W 1724 1636
General Knowledge Today M 977 1087
Readers Digest M 998 998
Competition Success Review M 654 657
Outlook W 456 444
IRS 2011 Q3
(AIR numbers; All figures in ‘000)
Outlook W 456 444
The Week W 396 387
Stardust M 342 385
Business Today F 333 345
Femina F 339 331
Filmfare F 366 327
Top 10 Language Magazines
Publication Language Periodicity 2011 Q2 2011 Q3
Vanitha Mal F 2671 2590
Malayala Manorama Mal W 1393 1307
Karmakshetra Ben W 916 1047
Kumudam Tam W 1066 1030
IRS 2011 Q3
(AIR numbers; All figures in ‘000)
Mathrubhumi Arogya Masika Mal M 914 959
Karmasangsthaan Ben W 738 855
Balarama Mal W 818 851
Mathrubhumi Thozhil Vartha Mal W 790 829
Ananda Vikatan Tam W 847 781
Kungumam Tam W 722 724
IRS 2011 Q3
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