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Through the IRS Window IRS 2008 R2 – Some Highlights

Through the IRS Window IRS 2008 R2 – Some Highlights. 4 Nov, 2008. Contents. Media Reach Quality of Media Consumption Readership – in Depth A Few Key Results. Media Reach. Population and Literacy. TG : All India (U+R). Figures in Lakhs.

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Through the IRS Window IRS 2008 R2 – Some Highlights

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  1. Through the IRS WindowIRS 2008 R2 – Some Highlights 4 Nov, 2008

  2. Contents Media Reach Quality of Media Consumption Readership – in Depth A Few Key Results

  3. Media Reach

  4. Population and Literacy TG : All India (U+R) Figures in Lakhs • The All India population has increased by 8.3% over the past three years • The increase in the number of literates over the same period is 12.5% - higher than the population growth.

  5. Growth in Media Reach TG : All India (U+R) Figures in Lakhs • Print reach shows a higher growth compared to population as well as ‘Any Media’.

  6. Growth in Print Reach TG : All India (U+R) Figures in Lakhs • Within print, dailies are driving reach growth. Growth of reach of dailies in line with the increase in number of literates. • Magazines show a negative growth.

  7. Growth in Print TG : All India (U+R) Figures in Lakhs • However, regularity of reading, as seen by the AIR measure is coming down – both dailies and magazines show this trend.

  8. Growth in Media TG : All India (U+R) Figures in Lakhs • Except for Cinema, all other media show an increased reach. • FM radio, Internet and C&S continue to show the highest growth

  9. Quality of Media Consumption • Regularity • Fragmentation • Time Spent • Primary vs. Secondary • Content • Other Avenues

  10. Regularity TG : All India (U+R) Ratio • All media show a decreasing level of regularity • Increased fragmentation and availability of same content across media may well be the reasons

  11. Average Frequency of Consumption TG : All India (U+R) Average Frequency of Reading • The ‘Average Frequency of Reading’ is coming down for all print periodicities. • The ‘Average Frequency of Viewing/ Listening’ is increasing for TV, radio and internet.

  12. No. of Titles/Channels TG : All India (U+R) Average # Titles Consumed • While no. of titles read is declining, the number of channels consumed in TV and radio show an increasing trend

  13. Average No. of Titles Consumed TG : All India (U+R) Average No. Titles Consumed • The same trend is noticed when seen at the more stringent AIR or equivalent level

  14. Average Time Spent on Media TG : All India (U+R) Average Time Spent - Minutes • Involvement with media as measured by time spent on media shows an increasing trend. • This increase is mainly due to TV and Radio. Press shows a slight decline in terms of time spent

  15. Time Spent Per Title TG : All India (U+R) Time Spent in Minutes • However, given the higher fragmentation of TV and radio, the time spent per channel is now declining • In print the ‘Time Spent Per Title’ has gone up – possibly signifying an important opportunity for the press community.

  16. Primary Readers TG : All India (U+R) Percentage of Primary Readers • In general proportion of readers reading their own copy is on the rise • This trend of increasing primary readership is seen for all segments

  17. Sections Read TG : All India (U+R) % of Daily Readers

  18. Other Avenues TG : All Internet Users (U+R) % Internet Users Using it for News • A large proportion of Internet user access news on the Net. However, given the small base, this is still small in terms of total numbers, but shows a fast increasing trend • IRS covers 400 publications. A number of titles, specially niche titles remain uncovered. • The increase in press reach due to publications not covered by IRS is 4%

  19. Time of Media Consumption TG : All India (U+R) % Media Consumers • Each media has a clear pattern of consumption, with only a little overlap between press and TV

  20. Quality of Media Consumption - Summary • All media show a declining regularity of consumption in terms of daily consumption over weekly reach. • On frequency of consumption, the other measure of regularity, press shows the same trend. Radio and TV, however, show improvements • No. of titles and time spent show increases for TV and Radio and minor declines for Press. This suggests further fragmentation of TV/radio but a consolidation in Print. This leads to the fact that at a title level Print gets more intensively consumed • Primary reading clearly going up • The net is possibly an opportunity area for premium dailies • Magazines as a media need increased coverage. New and niche titles need measurement

  21. Understanding Readership – In Depth Understanding RPC A Segmented View International Comparison

  22. Understanding RPC – Effect of Household Size TG : All India (U+R) Average Household Size • Nationally, the average household size is steadily decreasing - nuclearization. • This increases circulation but may not have the same effect on readership

  23. Understanding RPC - Urbanization TG : All India (U+R) Population: Lakhs • The population growth rate in urban is higher than that of the rural.

  24. Effect on RPC – Urbanisation Figures in Lakhs

  25. Understanding RPC - Affluence The Indian Consumer Pyramid

  26. Understanding RPC - Increasing Affluence TG : All India (U+R) Population % Distribution • The ‘Living Standard’ of the country is steadily going up • Expectedly, own copy reading is now increasing

  27. Summary - Understanding RPC • Significant increases in affluence and urbanization are driving more regular readers to get their own copy • Smaller family sizes and declining reading among the young also reduces the scope of the same copy being read by multiple individuals • These factors combine to show a steadily declining RPC, a trend that seems likely to be sustained, as has been seen in more developed countries

  28. A Segmented View

  29. Share and Growth by Age TG : All India (U+R) Press Reach • The ‘20-29’ age group contributes a lot to the reader base. • This group is not showing much growth in reach and also shows sharp AIR declines • Efforts need to be devoted to this group to have higher impact on readership.

  30. Share and Growth by Gender TG : All India (U+R) Press Reach • Efforts of the Print industry to involve women readers seems to be working to some extent. • The reach in this segment is growing, and AIR declines are much lower

  31. Share and Growth by Pop-Strata TG : All India (U+R) Press Reach • The 1-10 Lakh pop-strata is growing at a faster rate than any other pop-strata. The decline in AIR is the lowest in it.

  32. Share and Growth by SEC TG : All India (U+R) Press Reach • The TR has shown growth across all SEC classes. • SEC A is contributing to both TR and AIR readership.

  33. Summary of Segments

  34. International Trends

  35. Thank You

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