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IRS 2008, R2: Hindi dailies gain readers in NCT, English dailies lose

By Sangeeta Tanwar , afaqs!, New Delhi | In Media Publishing | November 12, 2008
Interestingly, the readership for Hindi dailies has increased in South Delhi and West Delhi where English dailies have a strong hold

As & #BANNER1 & # per the Indian Readership Survey 2008, Round 2 (IRS 2008, R2), Hindi dailies have seen a growth in readership over R1 in the National Capital Territory (NCT), which includes Delhi and its satellite towns, Gurgaon, Faridabad, Noida and Ghaziabad. On the other hand, English dailies have recorded a decline in readership in the region.

As per the IRS, the estimated 12+ population in this region is 1.65 crores, an increase of 3.72 lakhs over R1.

The total readership for Hindi dailies in the NCT is 82.12 lakhs, which is an increase of 76,000 readers from R1. For Hindi dailies, East Delhi has emerged as the biggest market, with a readership of 17.67 lakhs, followed by North Delhi, which has a readership of 17.65 lakhs. However, Hindi dailies have registered a decline in readership in both these markets - by 26,000 readers in east Delhi and by 57,000 readers in North Delhi.

Interestingly, the readership for Hindi dailies has increased in South Delhi (by 44,000 readers) and West Delhi (by 3,000 readers). As per R2, South Delhi has recorded a total Hindi daily readership of 15 lakhs and West Delhi, of 15.79 lakhs.

In Ghaziabad, one the NCT satellite towns, Hindi dailies have seen a growth of 51,000, which is more than 7 per cent. It is the biggest market among the four satellite towns, with a total readership of 7.47 lakhs.

Faridabad comes next with a readership of 5.51 lakhs. In this market, the Hindi daily readership has grown by 54,000 readers. In Noida, the readership for Hindi dailies has increased only by 12,000 readers, while Gurgaon has shown negative growth, having lost some 7,000 readers. The total readership for Hindi dailies in Noida is 1.90 lakhs and in Gurgaon, 1.12 lakhs.

In the NCT, Navbharat Times is the market leader with a total readership of 30.71 lakhs, followed by Punjab Kesari, which has recorded a total readership of 25.87 lakhs. While Navbharat Times has added another 12,000 readers, Punjab Kesari has lost 1.73 lakh readers.

For the English dailies, South Delhi continues to be the biggest market, followed by West Delhi, North Delhi and East Delhi, in that order.

However, in upmarket South Delhi, the total readership of English dailies has declined by 18,000 readers. The maximum losses have been in East Delhi (56,000 readers) and in North Delhi (52,000 readers). It's only in West Delhi that the figure has increased, albeit by a mere 4,000 readers.

The total readership for English dailies in South Delhi is 13.47 lakhs, in West Delhi, 12.08 lakhs, in North Delhi, 10.54 lakhs, and in East Delhi, 9.8 lakhs.

The total readership for English dailies in Delhi and the NCT is 52.92 lakhs, 25,000 less than in R1.

Interestingly, in the NCT towns, English dailies have recorded the maximum growth in Ghaziabad and Faridabad - 51,000 in Ghaziabad and 35,000 in Faridabad. In other markets such as Noida and Gurgaon, which are considered to be upmarket, the English dailies' total readership has increased merely by 7,000 and 5,000 readers, respectively.

In Ghaziabad, the total readership of English dailies is 3.09 lakhs, in Faridabad, 2.08 lakhs, in Noida, 1.34 lakhs, and in Gurgaon, 52,000.

The top two English dailies in the NCT are The Times of India (TOI) and Hindustan Times (HT). TOI is still the No. 1 daily in terms of total readership with 33.89 lakhs, which is a loss of 2.92 lakh readers. HT is next with 32.61 lakh readers and a growth of 87,000 readers.

In terms of socioeconomic classification, Hindi dailies have added 1.54 lakh SEC B, C and D readers, but have lost 59,000 SEC A readers.

English dailies have added 73,000 SEC A and B readers, but lost 98,000 SEC C, D and E readers.

Interestingly, English dailies have lost 28,000 male readers, but gained 4,000 female readers.

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