IRS 2013: Toplines & Top 10s + Why it’s incorrect to analyse numbers

29 Jan,2014

By Our Research Associate


The Indian Readership Survey (IRS), billed as the world’s largest continuous study tracking print and other media consumption, demographics, product ownership and usage, etc, released the first round of 2013 figures. IRS 2013 covered a sample of more than 235,000 households, across India. The sample was  spread across Urban India (~ 160,000 households) and Rural India (~ 75,000 households). The Nielsen Company conducted the extensive study.


The key information areas covered being:

– Readership of print publications for a wide range of local, regional, and national newspapers and magazines.

– Reach and consumption of other media – Television, Radio, Digital and Cinema.

– Demographic profiling

– Consumer Durable Ownership and FMCG Usage.


The RSCI has released the findings of the readership study for 2013. While Dainik Jagran continues to be #1, Hindustan has climbed up to #2 position as Dainik Bhaskar is #3. Malayala Manorama is #4, Daily Thanthi at #5, Rajasthan Patrika at #6 followed by The Times of India at #7. Amar Ujala, Matrubhumi and Lokmat are at #7, #8 and #9. (Source of information until here: MRUC website – topline findings and release notes)


The tables in the slideshow alongside are self-explanatory. As per the request of the IRS authorities, we have refrained from comparing the figures put out in the last report given that it wouldn’t be an apple-and-apple comparison. The figure given to the media are only toplines which don’t really reflect much, except create an incorrect perception. Also, since it is incorrect to compare with the last IRS figures, it would be prudent to do an analysis after the next round. In fact it would have been nicer for the RSCI/ MRUC/ Nielsen to reveal the figures only after the second round along with the first one.

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