The approcah of media has witnessed a new rise thanks to the internet and multi-media platform. Not just in the urban areas, rural areas have also seen a surge in newpaper readers across the country.
As per the readership survey released by Media Research Users Council India (MRUC India) for the Q4 of IRS 2019, Dainik Jagaran has topped as the most read newspaper in India across all the languages, followed by Dainik Bhaskar, Hindustan, Amar Ujala and Malayala Manorama.
IRS 2019Q4 is a rolling average of four quarters of IRS 2019 data i.e. Q1+Q2+Q3 and Q4 2019, the fieldwork (Q4) of which covers from December 2019 through March 2020.
As per the report, Times Of India stands as the most read newspaper in the English Language and stood 9th across all languages.
Dainik Jagaran topped the list despite a 3% drop in its average readership. Dainik Bhaskar gained a 0.91% growth in the Q4 over the previous quarter while Hindustan saw over 9% of drop. Malayalam daily Malayala Manorama retained No. 5 position despite a drop of 4.6% and Tamil newspaper Daily Thanthi grew by 2.5% in the latest round of the survey.
Vikram Sakhuja, IRS Technical Committee Chairman and Group CEO Madison Media & OOH, Madison World said, “With 4 Quarters of 2019 data now complete we are reporting a complete year’s picture. Earlier quarters had also included some parts of the 2017 data. A few trends are emerging. Internet penetration has increased substantially and is now mainstream along with TV and Print; NCCS D&E are reducing quarter on quarter faster than HH socio-economic status thereby suggesting the need to Relook at the NCCS definition; ability to read and understand English has increased and while overall print readership is holding, daily readership has started showing signs of decline.”
