IRS toplines

The Indian Readership Survey 2013

An increase in the India Population

Male 51%

Female 49%

Male 51%

Female 49%

2012 Universe: 913 Mn

2013 Universe: 957 Mn

5% increase in the overall universe

Source : Indian Media Market Survey 2012 & 2013

By age group

114 98

203 186

133

179

106 98

224

180

142

206

0

50

100

150

200

250

12 - 15 yrs 16 - 19 yrs 20 - 29 yrs 30 - 39 yrs 40 - 49 yrs 50 yrs+

2012 2013

Increase in population in the age group of 20-29 yrs by 10% and 15% in the age group of 50yrs +


No’s in Mn

11%

23%

19%

15%

22%

10%

By Urban & Rural

2% shift of population from Urban to Rural


32 34

68 66

0

20

40

60

80

100

120

2012 2013

Urban Rural

No’s in Mn

Individuals Households

31 34

69 66

0

20

40

60

80

100

120

2012 2013

Urban Rural

Univ: 913 957 242 265

By NCCS

Split by NCCS in 2013: A-12%, B-14%, C-19%, D-26% & E-29% NCCS A up by 29% in 2013 split


12

29

48

55

69

96

96

117

130

144

85

32 45

95

134

134

119

91

93

72

59

58

40

17

-150 -100 -50 0 50 100 150

E3

E2

E1

D2

D1

C2

C1

B2

B1

A3

A2

A1

No’s in Mn

NCCS by gender

5%

10%

14%

14%

13%

10%

10%

7%

6%

6%

4%

2%

5%

10%

14%

14%

12%

9%

9%

8%

6%

6%

4%

2%

-20% -15% -10% -5% 0% 5% 10% 15% 20%

E3

E2

E1

D2

D1

C2

C1

B2

B1

A3

A2

A1

Female Male

Bottom heavy; major portion of the universe fall under NCCS C,D & E1

By Education

Literacy is up by 6% in 2013 over 2012 No of Graduates and Post Graduates are up by 53% in 2013

252

390

210

62

257

367

239

94

-400 -300 -200 -100 0 100 200 300 400

Illiterate

Upto 10th

>10 < Graduation

Graduate+PG


No’s in Mn

Education by Gender, Urban & Rural

Literacy rate balanced across gender.


35%

36%

21%

8%

19%

40%

29%

12%

-50% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50%

Illiterate

Upto 10th

>10 < Graduation

Graduate+PG

Male Female

33%

41%

21%

6%

15%

34%

33%

18%

-40% -30% -20% -10% 0% 10% 20% 30% 40% 50%

Illiterate

Upto 10th

>10 < Graduation

Graduate+PG

Urban Rural

By Mother Tongue

Punjabi

•Bengali

Oriya

Gujarati

Marathi

•Kannada Telugu

Tamil

Hindi Belt

30 languages cover in IRS 2013 14 languages added over 2012 Most of the languages took beating in current round


Mother Tongue 2012 2013 Index Hindi 39 38 98 Bengali 9 9 100 Marathi 8 7 88 Telugu 8 7 94 Tamil 6 6 102 Gujarati 5 5 94 Kannada 5 4 91 Bhojpuri 4 4 97 Oriya 3 3 92 Malayalam 3 3 92 Punjabi 3 2 82 Urdu 2 2 82 Assamese 1 1 121 Maithili 1 1 80 Sindhi 0 0 60 Foreign Languages 0 3 3736 English 0 0 1004 Others 3 0 9 Marwari 2 Santhali 0 Dogri 0 Tulu 0 Konkani 0 Manipuri 0 Nepali 0 Khasi 0 Avadhi 0 Bodo 0 Garhwali 0 Kutchi 0 Kashmiri 0 Sanskrit 0

By Pop strata

18 towns upgraded to 10-50 L towns, universe up by 33%


71

48

29

62

86

134

484 477

157

97

62

26

64

74

-500 -400 -300 -200 -100 0 100 200 300 400 500

< 5000 villages

5000+ villages

< 1 L towns

1-5 L towns

5-10 L towns

10-50 L towns

50 L + towns

No’s in Mn

By SCRs


Zone States 2012 2013 Difference

Univ % # SCRs Univ % # SCRs Univ % # SCRs North Uttar Pradesh 15 7 16 10 1 3 North Rajasthan 5 4 6 6 0 2 North Punjab 3 2 3 3 0 1 North Haryana 2 1 2 2 0 1 North Delhi 2 1 1 1 0 0 North Uttaranchal 1 1 1 1 0 0 North Himachal Pradesh 1 1 1 1 0 0 North Jammu & Kashmir 0 1 0 1 0 0 North Chandigarh 0 1 0 0 0 -1 East West Bengal 8 4 8 4 0 0 East Bihar 8 3 8 3 0 0 East Orissa 4 3 3 5 0 2 East Jharkhand 3 2 3 3 0 1 East Assam 3 2 3 4 0 2 East Tripura New 0 0 1 0 1 East Sikkim New 0 0 1 0 1 East Nagaland New 0 0 1 0 1 East Mizoram New 0 0 1 0 1 East Meghalaya New 0 0 1 0 1 East Manipur New 0 0 1 0 1 West Maharashtra 10 5 10 7 -1 2 West Madhya Pradesh 6 6 6 8 0 2 West Gujarat 5 3 5 4 0 1 West Chhattisgarh 2 2 2 4 0 2 West Goa 0 1 0 1 0 0 South Andhra Pradesh 8 3 7 5 0 3 South Tamil Nadu 7 4 7 5 0 0 South Karnataka 5 4 5 5 0 1 South Kerala 3 3 3 4 0 1 Overall 100 64 100 93 0 29

By Durable ownership

High increase in ownership of premium durable in 2013 over 2012 PC/Laptop by 143%, Car by 72% & Air Conditioner by 50%

524

323

193

183

69

36

26

17

15

12

510

361

221

203

88

87

45

22

22

14

-550 -350 -150 50 250 450

TV

Mobile phone

Two Wheeler

Refrigerator

Washing Machine

PC/Laptop

Car

Net

AC

Oven


No’s in Mn

By Consumer Product Purchase

Consumption of dairy product has gone up in 2013 New product such as Sugar, Agarbatti, Chyawanprash, Honey were added in 2013

841

134

50

880

61

756

120

782

858

377

204

12

665

792

125

64

856

53

553

88

692

727

317

219

16

746

51

41

616

838

-1000 -800 -600 -400 -200 0 200 400 600 800 1000

Tea

Coffee

Milk Powder / Dairy Whitener

Edible Oil

Ketchup / Sauces

Biscuits

Floor Cleaners

Fabric Washing (Cakes/Bars)

Fabric Washing (Powders/Liquids)

Utensil Cleaners (Powder/Liquids/Bars/Pastes)

Toilet Cleaners

Processed Cheese / Cheese Products

Toothpaste

Honey

Chyawanprash

Agarbatti

Sugar


No’s in Mn

Reach of mass media at All India

63 63

35 38

20

29

18

9 9 8 5 5

0

10

20

30

40

50

60

70

2012 2013

TV Mobile Press Radio Cinema Internet

Print media reach has seen a growth of 45%

New Media is growing, mobile reach has gone up by 9% over last study TV reach is cent percent; C&S is almost ubiquitous


5 hours of average Media consumption per day

2hr:15min/ day min/ day 1hr:30min/ day 1hr:30min/ day 5min/ day

Media Consumption: Time Spend


1hr:45min/ day 30 min/ day 1hr:15min/ day 1hr:20min/ day 5min/ day

2013

2012

Top Hindi Dailies

Publications 2012 2013 +/- % Diff

Dainik Jagran 16370 15527 -843 -5%

Hindustan 12246 14246 2000 16%

Dainik Bhaskar 14416 12857 -1559 -11%

Rajasthan Patrika 6838 7528 690 10%

Amar Ujala 8434 7071 -1363 -16%

Patrika 2068 4628 2560 124%

Hari Bhoomi 1330 2757 1427 107%

Prabhat Khabar 2859 2719 -140 -5%

Punjab Kesari 3323 2291 -1032 -31%


No’s in ‘000

Top English Dailies


The Times Of India 7615 7254 -361 -5%

Hindustan Times 3820 4335 515 13%

The Hindu 2164 1473 -691 -32%

Mumbai Mirror 819 1084 265 32%

The Telegraph 1265 937 -328 -26%

Deccan Herald 371 458 87 23%

The Tribune 671 453 -218 -32%

Deccan Chronicle 1020 337 -683 -67%

The New Indian Express 652 330 -322 -49%


No’s in ‘000

Top Language Dailies


Malayala Manorama 9760 8565 -1195 -12%

Daily Thanthi 7334 8156 822 11%

Mathrubhumi 6334 6136 -198 -3%

Lokmat 7313 5601 -1712 -23%

Ananda Bazar Patrika 5750 5515 -235 -4%

Eenadu 5972 5380 -592 -10%

Gujarat Samachar 5114 4339 -775 -15%

Daily Sakal 4469 3707 -762 -17%

Sakshi 5379 3368 -2011 -37%


No’s in ‘000

Top Hindi, English & Language Magazines Hindi Magazines 2012 2013 +/- % Diff Pratiyogita Darpan (Hindi) 1902 1457 -445 -23% Saras Salil 1312 1174 -138 -11% India Today (Hindi) 988 1151 163 16% SamanyaGyan Darpan 1774 1094 -680 -38% Grih Shobha (Hindi) 866 979 113 13% Cricket Samrat 1024 643 -381 -37% Meri Saheli 1158 562 -596 -51% Sarita 587 476 -111 -19% Grehlakshmi 865 439 -426 -49% Nandan 497 293 -204 -41%

English Magazines 2012 2013 +/- % Diff India Today (English) 1480 1532 52 4% Pratiyogita Darpan (English) 431 571 140 32% The Sportstar 278 543 265 95% General Knowledge Today 993 507 -486 -49% Outlook 451 452 1 0% Competition Success Review 670 394 -276 -41% Readers Digest 958 356 -602 -63% Business Today 403 264 -139 -34% The Week 414 254 -160 -39% Auto Car 326 183 -143 -44%

Regional Magazines 2012 2013 +/- % Diff Vanitha (Malayalam) 2153 2762 609 28% Manorama Thozil Veedhi 441 1012 571 129% Mathrubhumi Arogya Masika 685 928 243 35% Grihalakshmi 512 826 314 61% Kumudam 771 769 -2 0% Malayala Manorama (Weekly) 1008 661 -347 -34% Kungumam 540 658 118 22% Balarama 717 621 -96 -13% Karmasangsthaan 969 614 -355 -37% Karmakshetra 1105 600 -505 -46% Source : Indian Media Market Survey 2012 & 2013

No’s in ‘000

Marketing

IRS toplines