Newspaper pullout readers skewed towards 25-34 age group SEC A,B

MUMBAI: This is a piece of news that should make advertisers in newspapers pay attention. Pull outs that is sections of newspapers like Times Of India's (TOI) Bombay Times, Education Times, Mid-day's Go, Play, Economic Times' Brand Equity are most likely to be read by those in the 25-34 age group SEC A,B.

The only exceptions are the education and property sections where SECs C and D start to make their presence felt.

These were just a few of the findings contained in the new research study Sparr conducted by Media Research Users Council (MRUC). Sparr stands for Sections, Pullouts and Attitudinal Readership Research. The aim was to provide an understanding of the nuances of reader's habits towards newspaper pullouts and sections.

The survey was conducted from July - August 2003 for Mumbai with a sample size of 1920. 100 per cent back checks were done in all 11 dailies and 50 pullouts were surveyed. MRUC will also be releasing a study on FM Radio in the first quarter of next year.

MRUC's Roda Mehta delivered a presentation saying that daily pullouts behaved differently from weekly pullouts. An interesting find is that women are biased towards Marathi pullouts. Not surprisingly for the TOI among SEC A its edit and international pages score the highest. Celebrities may be desperate to appear in page three of Bombay Times. However the survey revealed that while a third of TOI's readers read the section six times a week over half read it

less than three times each week.

Another issue relates to the average issue readership versus the claimed readership. For TOI the AIR is 55 per cent of the claimed readership. However when you check the pullouts the figure shoots up. For the Educational Times the figure is 87 per cent. For Ascent it is an impressive 91 per cent. For Gujarati publications the AIR is as high as the claimed readership. For Loksatta all pullouts rank high in popularity among the SEC A group 25+.

The overall business readership for the newspapers surveyed ranges from 15-42 per cent. It is at its highest for the TOI. The sports readership ranges from 43-65 per cent. The edit section is between 24- 46 per cent of the readers.

Latest Reads
Mumbai Team franchisee owner unable to meet financial obligations towards Zee Maharashtra Kushti Dangal

Mr. Pranav Rajesh Dake, owner of Zee Maharashtra Kushti Dangal’s Mumbai team – Mumbai Astra has regrettably been unable to meet the financial obligations towards Zee Maharashtra Kushti Dangal (ZMKD), its players and technicians.

Television TV Channels Viewership
Zee TV gets ratings boost from Zee Rishtey Awards

Zee TV's recently concluded annual awards property, Zee Rishtey Awards, clocked the highest viewership ratings across award shows that took place in the last two years. As per the recently released BARC HSM weekly data (Urban + Rural) for the week 44 '18, it secured a viewership of 5495 TVTs, which...

Television TV Channels Viewership
No changes in Kannada, Marathi segments in BARC data week 44

In the Bengali space, Colors Bangla and Sony Aath swapped their fourth and fifth positions in BARC data week 44. News18 Bihar Jharkhand emerged as the new player in the market by securing fifth position. No changes were observed in the Kannada and Marathi segments.

Television TV Channels Viewership

Launched on November 19, 2014, EPIC celebrates the completion of four years on air, in which it has set aspirational benchmarks for Indian TV content.

Television TV Channels Music and Youth
Celebrating 100 years of Bengali cinema, Viacom18 and Film Heritage Foundation bring the 4th Film Preservation & Restoration Workshop to Kolkata

In line with the centenary celebration of the Bengali Film Industry, and with a purpose to encourage and give an impetus to film preservation and restoration, the 4th edition of Film Preservation & Restoration Workshop India (FPRWI) 2018 was today inaugurated at Kolkata’s Rabindra Sadan.

Television TV Channels News Broadcasting
Vimal Elaichi Pan Masala enters top 5 most advertised brands in BARC week 45

The Broadcast Audience Research Council (BARC) India has released its data for top advertisers and brands between 27 October-02 November 2018. The data is a reflection of top 10 advertiser and brands across genre on Indian television (U+R) : 2+ Individuals. The data demonstrates ads that were...

Television TV Channels Viewership
Zee Anmol back on top of Hindi channels across genres

Zee Entertainment Enterprises Ltd's (Zeel) free to air (FTA) Hindi GEC Zee Anmol was back to second rank in Broadcast Audience Research Council of India’s (BARC) weekly list of top 10 channels across genres in week 45 of 2018 (Saturday, 3 November 2018 to Friday, 9 November 2018, week under review...

Television TV Channels Viewership
MNX to premiere supernatural fright flick, ‘Wish Upon’

MNX, the preferred movie channel of the millennials, will premiere, American supernatural horror film, ‘Wish Upon’ for the first time on Indian television.

Television TV Channels English Entertainment
Hill+Knowlton Strategies India wins communication mandate for Discovery India

After a competitive multi-agency pitch, Hill+Knowlton Strategies, one of India’s premier communications consultancies

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories