Interestingly the growth in number of readers has been the same at 4.2% in both urban and rural markets. Urban market has 20.2 crore readers while number of readers in rural markets stood at 22.3 crore in Q1, 2019.
“The print story continues to grow with total number of readers increasing from 40.7 crore to 42.5 crore. Also, Internet usage has increased with India now having a total of 384 million active internet users. These findings are in line with the market truths and a testimony of IRS’ rigorous processes and quality control norms,” Ashish Bhasin, CEO, Greater South and chairman and CEO, India, Dentsu Aegis Network and chairman, Media Research Users Council (MRUC), said.Furthermore, MRUC announced to release the data every quarter.
According to Vikram Sakhuja, group CEO, Madison Media and OOH, Madison World and chairman, IRS Technical Committee the issues have been resolved to a large extent. “A large study like IRS needs a lot of funding and now that we have got the funding for the next four quarters so it makes my job easier,” he added.
Meanwhile, magazines added just 0.9 crore new readers at 8.7 crore in Q1, 2019 from 7.8 crore in 2017. Moreover, online readership of news has grown by 1 percentage point to 5% in Q1, 2019. Of 107.8 crore people in the country, news is read by 5.3 crore users online.
It should be noted that IRS Q1 2019 report is a moving annual total, combining Q2, Q3 and Q4 data of IRS 2017 and Q1 fieldwork of IRS 2019, which began in December 2018 and was completed in Q1 2019. The reporting sample size is 3.24 lakh households.
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