MRUC on 27th December, released the Q3 data for the Indian Readership Survey. While digital news consumption is on the rise, Hindi Dailies have seen a very stagnant period. Well is this a redflag for the dailies? That’s for the owners to decide, Let’s look at the MRUC findings for Top Hindi Dailies.
All India, total readership of all Hindi dailies remained the same at 17% across all quarters of IRS in 2019. Urban also India saw a stagnant and stable TR of 21% across the first two quarters and a marginal increase of point one in quarter three of the IRS. However, Rural India saw a marginal drop in the percentage of TR from 15% in the first two quarters to 14.8% in the third quarter of 2019.
In the Hindi heart lands of Uttar Pradesh, DainikJagran maintained steady leadership with a TR of 38,758 in Q3 as Amar Ujala was behind the leader with a TR of 35776. However DainikJagran did not see growth as compared to its own TR of Q2 which was 40290. Hindustan which is behind the two has a TR of 27297 in Q3. Now if one looks at the individual performance of all three leading Hindi dailies, it is quite evident that the TR of all three individually has fallen from Q1 to Q3.
In Bihar, tables turned where Hindustan has a TR of 15059, whereas DainaikJagran has a TR of 12599. Prabhta Khabhar has a TR of 7420 and Dainik Bhaskar with a TR of 6263.
In Jharkhand, Prabhat Khabhar has a TR of 4599, Hindustan with a TR of 3899, Dainik Jagran with a TR of 3538 and Dainik Bhaskar with a TR of 2263.