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IRS Q2 2011: Top 10 dailies in Bangalore

All top 5 dailies register growth over the past one year; top 2 dailies register marginal decline this quarter

BestMediaInfo Bureau | Delhi | October 10, 2011

Known as IT city or garden city of India, the capital of Karnataka has been a fertile ground for the top 5 publications with all the dailies registering growth over the past one year. However, in IRS Q2 2011, the top 2 dailies have registered marginal decline.

Bangalore’s No. 1 daily, Vijay Karnataka, has lost a few readers but maintained the overall growth of 6.9 per cent in the last one year. It has recorded an AIR of 7.17 lakh in IRS Q2 2011 against 7.19 lakh in the previous quarter and 6.71 lakh in IRS Q2 2010.

It is closely followed by Prajavani with an AIR of 6.59 lakh. The daily has lost 11,000 readers in this quarter but added 8 per cent readers in the past one year. It had an AIR of 6.1 lakh in IRS Q2 2010.

The Times of India has grown by 6.5 per cent in Bangalore to take its AIR to 4.42 lakh compared with 4.15 lakh in the previous quarter and 3.3 lakh in IRS Q2 2010. TOI has grown by 33.9 per cent over the past one year.

At No. 4 is another English daily, Deccan Herald, which has been able to hold its readers in the second quarter of IRS 2011. The daily has recorded an AIR of 2.01 lakh compared with 2 lakh in the previous quarter and 1.64 lakh in IRS Q2 2010. The daily has grown by 22.6 per cent in Bangalore over the past one year.

The Times of India Group’s other English daily, Bangalore Mirror, holds the 5th spot with average issue readership of 1.56 lakh in IRS Q2 2011 against 1.43 lakh in the previous quarter and 62,000 in IRS Q2 2010. The daily has grown by more than 150 per cent in a year.

At No. 6 is Kannada Prabha which has lost considerable market share over the last quarter and year. It has an AIR of 1.25 lakh in IRS Q2 2011 against 1.39 lakh in the previous quarter and 1.57 lakh in IRS Q2 2010.

Kannada daily Udayavani has added a few readers in the quarter to take its AIR to 1.18 lakh compared with 1.12 lakh in the previous quarter and 97,000 in IRS Q2 2010.

At No. 8 is Daily Thanthi with an AIR of 88,000 in IRS Q2 2011 against 86,000 in the last round of survey and 69,000 in IRS Q2 2010.

The readership of Deccan Chronicle is on a decline in Bangalore. The daily has lost 20 per cent readers in the last one year. Its current AIR stands at 81,000 compared with 87,000 in the previous quarter and 1.01 lakh in IRS Q2 2010.

DNA has recorded an AIR of 77,000 in IRS Q2 2011 against 68,000 in the previous quarter and 1.17 lakh in IRS Q2 2010.

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Average Issue Readership (AIR) of a publication is defined as the number of readers of that publication who have claimed to have last read it within its periodicity, i.e., last read a daily yesterday, a weekly within the last week, a monthly within the last month, etc.

This measure is considered to be a more relevant measure of ‘real’ or ‘regular’ readership, especially for newspapers, most of which have been read/consumed as a matter of daily habit. Conventionally, media planners calculate and compare cost-benefits of dailies based on the AIR figure. Hence, it is perhaps most relevant to study readership trends in terms of AIR.

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