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MRUC report: Traditional media strong despite internet proliferation

IRS 2019 Q3 fieldwork covers between Aug 2019 and Nov 2019

MUMBAI: Media Research Users Council (MRUC) has released an India Readership Survey (IRS) for the third quarter of 2019, which is a rolling average of the last quarter of 2017 and subsequent three quarters (Q1+Q2+Q3) of 2019.

The IRS 2019 Q3 fieldwork covers between August 2019 and November 2019.

According to the IRS Q3 report, “All media hold on to their loyal consumers in spite growth in internet consumption. Total reach across all media continues to grow.”

The report further said, the data for Andhra Pradesh is not included in the current release and will be updated shortly. Meanwhile, Jammu & Kashmir fieldwork affected because of administrative and political developments in the state.

The readership pattern also proves that more Indians read in (L1M TR) across three segment of all India, urban and rural prefer English dailies than Hindi and regional in Q3 that to Q1 and Q2 of 2019.

Similarly, the Hindi dailies readership (L1M TR) in Q3 of 2019 has been as same as Q1 and Q2 of 2019, whereas it has been marginally increased and decreased in urban and rural segments respectively in Q3 compared to Q1 and Q2 of 2019. Meanwhile, the regional dailies are being less preferred in all India, rural and urban parameters (L1M TR).

There has been marginal rise in New Consumer Classification System (NCCS) in ABC category in Q3. A category reported 17.1% in Q3 compared to 15.4% and 16.2% in Q1 and Q2 respectively. B category reported 21.42% Q3 vs 20.0 % and 20.6 % in Q1 and Q2 each. And, C category reported 27.91 % Q3 to consecutive quarter in Q1 and Q2 is 26.9 % and 27.8 % each.

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