IRS’ Q4 media reach findings

MUMBAI: Is the rollout of DAS having an impact on cable & satellite TV’s reach? Prima facie it seems to be if one goes by the numbers thrown up the Indian Readership Survey for Q4 2012. Conducted by Media Research Users’ Council (MRUC) and Hansa Research, it showed that the C&S reach generated a growth of 8.9 per cent (Q2-Q4) as against 10.5 per cent for (Q1-Q3).

Overall, television’s reach also slowed down from 6.1 per cent CAGR in Q1-Q3 to 5.2 per cent CAGR Q2-Q4.

The fastest growing medium was the internet which grew at a slower 24.2 per cent CAGR in Q2-Q4 as against 27.5 per cent in Q1-Q3 of the IRS.

Radio’s reach saw a CAGR of 1.9 per cent in Q2-Q4 as against a growth of 6.4 per cent. Newspaper readership grew by a more pleasing 0.8 per cent CAGR in Q2-Q4 as against 0.7 per cent in Q1-Q3 of the IRS.

On a quarter on quarter basis, the reach of the following mediums grew as follows:

  • Cable & Satellite TV from 499.437 million (Q3) to 509.821 million (Q4)
  • Television overall from 571.426 million (Q3) to 578.011 million
  • Internet from 42.322 million (Q3) to 44.521 million (Q4)
  • Print from 353.338 million (Q3) to 353.409 million (Q4).

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