The new Indian Readership Survey that was revealed this morning will come as a breath of fresh air for all stakeholders - the publisher, the advertiser and the media agency.
The study brings much-needed data after a gap of about a year. Thanks to the new guidelines for television audience measurement issued by the ministry of information and broadcasting and spproved by the union cabinet, it is likely that we will face a measurement-dark period for TV audiences for a period of about six months. Thanks to today's announcement, there will be relief that at list one major medium, print, will be measured.
Not just measured - but measured with far greater width, depth and reliability than it was earlier.
The highlights of the survey are as follows:
The base is now a robust 2,65,813 (thousands). That's a staggering 265 million households.
TV rules media consumption, with 606 million stating that they consume it, print is consumed by 281 million, radio by 80 million, the internet by 50 million and cinema by 76 million. (Consumption needs to have been in the last one month).
No English publication other than The Times of India is in the top ten publications list, which lists Dainik Jagran, Hindustan, Dainik Bhaskar, Malayala Manorama, Daily Thanthi, Rajasthan Patrika , The Times of India, Amar Ujala, Mathrubhumi and Lokmat as the top ten.
There are surprises in the top English magazines list, which India Today heads. However, Pratiyogita Darpan, The Sportstar and General Knowledge Today are measured to have more readership than Outlook.
The most coveted consumption classes, the middle class and the rich, are both growing.
63 percent of individuals have completed school, 10 percent are graduates and 27 percent are illiterate.
Figures for durable ownership highlight the potential. At an all-India level, even refrigerators have only 21 percent penetration and two-wheelers have just 23 percent.
Penetration of FMCG products shows that the consumption classes are growing encouragingly. Edible oil is now consumed by 91 percent of households, sugar by 89 percent, toothpaste by 79 percent. The opportunity is highlighted again when one sees that even agarbatti is consumed by just 66 percent and biscuits by only 58 percent.