Q3’s much awaited data for the Indian Readership Survey was released over the weekend. As usual the research was conducted by research experts Nielson under the guidance and supervision of the Media Research Users Council(MRUC).
The 2019Q3 data is a rolling average of the last quarter of IRS 2017 (Q4) and three quarters of IRS 2019 (Q1+Q2+Q3). IRS 2019Q3 fieldwork covers August 2019 through November 2019.
Multimedia consumption is the order of the day with each medium holding on to their loyal consumers. Overall media reach has grown with digital leading the growth trajectory.
IRS 2019 Q2 fieldwork covers April 2019 through July 2019. The reporting sample size for this data is 3.36 lakh households.
Lokmat topped the list of Top 10 publications in Maharashtra with Total Readership (TR) of 2.18 CR followed by Sakal with 1.40 crore. Puniya Nagari was third with a TR of 1.09 crore, Pudhari takes the fourth spot with 92.76 Lacs TR and MTimes is at the fifth position with 49.43 Lacs.
With 28% growth over the next incumbent, Lokmat also dominated the Maharashtra market in terms of Average Issue Readership (AIR) in IRS 2019 Q3. The AIR of Lokmat stood at 6307 (000s) against Sakal’s 3860 (000s). Pudhari at No. 3 scored 2743 while Punya Nagari at No. 4 clocked 2361. English Daily TOI stood at No. 5 with 1689.
Commenting on the release of IRS 2019Q3 data, Karan Darda – Executive Director, Lokmat Media Group said “In Maharashtra, Lokmat’s growth in readership numbers is a testimony to our stand of having a robust circulation supported by the cutting edge editorial and focused market initiatives. I am satisfied with the growth in IRS 2019/Q3 results for Maharashtra over IRS 2019/Q1, Q2 and IRS 2017 result. Above all we owe this position of unchallenged leadership to our readers.”
Internet continues to grow, as per the data. The consumption of news on digital platforms is on the rise. Total Readership (TR) of publication remains steady, Average Issue Readership (AIR) has seen a marginal decline.