BestMediaInfo Bureau | Delhi | October 10, 2011
Seven out of the top 10 dailies have registered growth in Chennai in IRS Q2 2011 with no major change in the pecking order.
Daily Thanthi continues to be the distant leader in Chennai. The daily has strengthened its position further in the current survey by adding 4.1 per cent readers over the previous quarter and 8.5 per cent readers over Q2 2010. Its current AIR stands at 12.29 lakh against 11.81 lakh in the last survey and 11.33 lakh in IRS Q2 2010.
The second largest read daily in Chennai, Dianakaran, has not seen any change in readership in IRS Q2 2011 from the last quarter. It has recorded an AIR of 7 lakh compared with 6.09 lakh in IRS Q2 2010.
The largest read English daily in Chennai is The Hindu, and it holds the No. 3 position with an AIR of 4.98 lakh in IRS Q2 2011 against 5.08 lakh in the previous quarter and 5.44 lakh in IRS Q2 2010. The newspaper has registered an overall loss of 8.5 per cent in the last one year.
At No. 4 is Dinamalar which has lost about 15 per cent readers in the last one year in Chennai. The daily has recorded an AIR of 2.3 lakh compared with 2.33 lakh in the previous quarter and 2.7 lakh in IRS Q2 2010.
The Times of India at No. 5 has marginally increased its readership in the second quarter of IRS 2011 over the last quarter to equal its readership numbers in IRS Q2 2010. Its current AIR stands at 2 lakh compared with 1.83 lakh in the previous quarter.
At No. 6 is Deccan Chronicle with 1.38 lakh readers in IRS Q2 2011 against 1.27 lakh in the previous quarter and 1.45 lakh in Q2 2010.
Dinamani has an AIR of 53,000 in IRS Q2 2011 compared with 48,000 in the previous quarter and 56,000 in Q2 2010.
At No. 8 is Malai Malar with 47,000 readers. The daily had 37,000 readers in the last survey round and 50,000 in IRS Q2 2010.
The New Indian Express has 28,000 readers in Chennai against 20,000 readers in the previous quarter and 21,000 readers in IRS Q2 2010.
Malayala Manorama has recorded an AIR of 13,000 in IRS Q2 2011.
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.