Almost all top publications in the state sees sharp decline in AIR in third quarter of IRS 2010.
Rajat Arora | Delhi | December 6, 2010
The third quarter results of Indian Readership Survey in 2010 have been very disappointing for almost all top publications in Tamil Nadu. Most of the publications in the state have also seen decline in the readership in IRS Q2 2010.
No.1 Tamil newspaper ‘Daily Thanthi’ has registered a sharp decline in Q3 as compared to a marginal growth in Q2. The Tamil daily has lost 1.79 lakh readers and its AIR now stands at 70.84 lakh as compared to 72.63 lakh in IRS Q2 2010. The paper had added 68,000 readers in Q2 2010.
‘Dinakaran’ holds the 2nd spot despite losing 3.6% readers in the current survey. According to the AIR data released for third quarter of IRS 2010, it has recorded readership of 40.09 lakh as compared to 49.91 lakh in the last survey.
The 3rd major player in Tamil Nadu, ‘Dinamalar’ has also registered a loss of 7% in the third quarter of IRS 2010. Its current AIR stands at 26.60 lakh as compared to 28.59 lakh in IRS Q2 2010. While the paper has lost 2 lakh readers in this quarter, it had lost 1.24 lakh readers in Q2 also.
Tamil Nadu is always the strong hold for ‘The Hindu’. But in the third quarter of IRS 2010, the leading English daily of the country has lost 1.8% readers in its own state. It had lost 2% readers in Q2 also. Remaining at No.4, it has an AIR of 11.11 lakh in IRS Q3 2010 as compared to 11.31 lakh in the last survey findings.
After losing 8.3% readers in second quarter, the No.5 daily of Tamil Nadu ‘Malai Malar’ has again registered a decline of 9% in the current survey. Its current AIR stands at 5.06 lakh in IRS Q3 2010 as compared to 5.56 lakh in the last quarter.
At No.6 ‘Dinamani’ has also lost 10.4% readers in IRS Q3 2010. It has recorded an AIR of 4.59 lakh as compared to 5.12 lakh in the last survey findings. It had lost in 24,000 readers in IRS Q2 2010 also.
‘Deccan Chronicle’ remains at 7th spot in the state although it has lost 14% readers in the current survey. Its current AIR stands at 2.15 lakh as compared to 2.5 lakh in IRS Q2 2010. It had lost 20,000 readers in previous quarter.
‘The Times of India’ too joins the losing league this quarter and has seen a dip of 7.7% readers in the state. According third quarter results of IRS 2010, its current AIR stands at 2.04 lakh as compared to 2.21 lakh in last survey. The nation’s No.1 English daily had gained some readers in last quarter.
At No.9 is ‘Tamizh Murasu’ with an AIR of 1.42 lakh which has added 2,000 readers in the third quarter of IRS 2010.
‘The New Indian Express’ is the last in the top 10 list of dailies in Tamil Nadu with 95,000 readers in the current survey. In Q2, the newspaper had an AIR of 1.08 lakh.