through the irs window irs 2008 r2 – some highlights
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Through the IRS Window IRS 2008 R2 – Some Highlights. 4 Nov, 2008. Contents. Media Reach Quality of Media Consumption Readership – in Depth A Few Key Results. Media Reach. Population and Literacy. TG : All India (U+R). Figures in Lakhs. - PowerPoint PPT PresentationTRANSCRIPT
Through the IRS WindowIRS 2008 R2 – Some Highlights
4 Nov, 2008
Contents
Media Reach Quality of Media Consumption Readership – in Depth A Few Key Results
Media Reach
Population and Literacy
2005 2006 2007 2008% Change (2005-08)
12+ Population 77,80 80,04 82,43 84,29 8.3
Literates 50,87 52,35 55,13 57,23 12.5
TG : All India (U+R) Figures in Lakhs
• The All India population has increased by 8.3% over the past three years
• The increase in the number of literates over the same period is 12.5% - higher than the population growth.
Growth in Media Reach
2005 2006 2007 2008% Change (2005-08)
12+ Population 77,80 80,04 82,43 84,29 8.3
Literates 50,87 52,35 55,13 57,23 12.5
Any Media 52,57 54,41 56,14 57,45 9.3
Any Publication 29,13 31,02 31,55 32,34 11.1
TG : All India (U+R)
• Print reach shows a higher growth compared to population as well as ‘Any Media’.
Figures in Lakhs
Growth in Print Reach
2005 2006 2007 2008% Change (2005-08)
12+ Population 77,80 80,04 82,43 84,29 8.3
Literates 50,87 52,35 55,13 57,23 12.5
Any Media 52,57 54,41 56,14 57,45 9.3
Any Publication 29,13 31,02 31,55 32,34 11.1
Any Daily 27,79 29,90 30,54 31,34 12.8
Any Magazine 11,47 10,91 9,73 9,07 -20.9
TG : All India (U+R)
• Within print, dailies are driving reach growth. Growth of reach of dailies in line with the increase in number of literates.
• Magazines show a negative growth.
Figures in Lakhs
Growth in Print
2005 2006 2007 2008% Change (2005-08)
12+ Population 77,80 80,04 82,43 84,29 8.3
Literates 50,87 52,35 55,13 57,23 12.5
Any Media 52,57 54,41 56,14 57,45 9.3
Any Publication 29,13 31,02 31,55 32,34 11.1
Any Daily 27,79 29,90 30,54 31,34 12.8
Any Magazine 11,47 10,91 9,73 9,07 -20.9
Any Pub (AIR) 18,48 18,18 17,11 16,93 -8.4
Any Daily (AIR) 16,94 16,83 15,80 15,68 -7.4
Any Mag(AIR) 6,17 5,16 4,23 3,85 -37.6
TG : All India (U+R)
• However, regularity of reading, as seen by the AIR measure is coming down – both dailies and magazines show this trend.
Figures in Lakhs
Growth in Media
2005 2006 2007 2008% Change (2005-08)
12+ Population 77,80 80,04 82,43 84,29 8.3
Literates 50,87 52,35 55,13 57,23 12.5
Any Media 52,57 54,41 56,14 57,45 9.3
Any Publication 29,13 31,02 31,55 32,34 11.1
TV (Any TV) 42,77 43,78 45,38 46,74 9.3
TV (C&S) 21,02 23,08 25,53 28,73 36.7
Any Radio 16,09 16,99 17,88 18,04 12.1
FM Radio 7,16 8,52 9,69 11,20 56.3
Cinema 8,89 8,68 8,37 8,33 -6.2
Internet (L1M) 1,11 1,22 1,43 1,73 55.9
TG : All India (U+R)
• Except for Cinema, all other media show an increased reach.• FM radio, Internet and C&S continue to show the highest growth
Figures in Lakhs
Quality of Media Consumption
• Regularity • Fragmentation• Time Spent• Primary vs. Secondary• Content• Other Avenues
RegularityTG : All India (U+R) Ratio
• All media show a decreasing level of regularity• Increased fragmentation and availability of same content across
media may well be the reasons
MEDIA 2005 2006 2007 2008% Change (2005-08)
Any Publication 0.63 0.59 0.54 0.52 -17.5
Any Daily 0.61 0.56 0.52 0.50 -17.9
Any Magazine 0.54 0.47 0.43 0.42 -21.2
Any TV Channel 0.72 0.67 0.70 -2.8
Any Radio Channel 0.87 0.88 0.83 0.74 -14.9
Average Frequency of Consumption
MEDIA 2005 2006 2007 2008% Change (2005-08)
Any Daily (in a week) 4.0 4.0 3.9 3.9 -2.5
Any Weekly (in 4 weeks) 2.2 2.1 2.1 2.0 -9.1
Any Monthly (in 6 months)
2.7 2.7 2.7 2.7 0
Any TV (in a week) 5.7 5.8 5.8 6.0 5.3
Any C&S (in a week) 6.4 6.3 6.4 6.5 1.6
Any Radio (in a week) 5.4 5.4 5.5 5.7 5.6
Internet (in a week) 2.7 3.1 3.4 3.6 33.3
Average Frequency of ReadingTG : All India (U+R)
• The ‘Average Frequency of Reading’ is coming down for all print periodicities.
• The ‘Average Frequency of Viewing/ Listening’ is increasing for TV, radio and internet.
No. of Titles/Channels
MEDIA 2005 2006 2007 2008% Change (2005-08)
Avg No. of Publications (TR) 3.2 2.9 2.7 2.5 -21.9
Avg No. of Dailies (TR) 2.0 2.0 1.9 1.9 -5.0
Avg No. Magazines (TR) 3.1 2.9 2.6 2.5 -19.4
Avg No. TV Channels (L1W) 2.9 3.0 3.7 27.6
Avg No. Radio Channels (L1W)
1.5 1.6 1.8 1.9 26.7
Avg No. FM Channels (L1W) 1.3 1.4 1.6 1.7 30.8
Average # Titles ConsumedTG : All India (U+R)
• While no. of titles read is declining, the number of channels consumed in TV and radio show an increasing trend
Average No. of Titles Consumed
MEDIA.0 2005 2006 2007 2008% Change (2005-08)
Avg No. Publications (AIR) 2.1 1.9 1.7 1.6 -23.8
Avg No. Dailies (AIR) 1.5 1.4 1.3 1.3 -13.3
Avg No. Magazines (AIR) 2.2 2.0 1.9 1.7 -22.7
Avg No. TV Channels (Y) 2.1 2.0 2.6 23.8
Avg No. Radio Channels (Y) 1.3 1.4 1.5 1.4 7.7
Avg No. FM Channels (Y) 1.2 1.2 1.4 1.4 16.7
Average No. Titles ConsumedTG : All India (U+R)
• The same trend is noticed when seen at the more stringent AIR or equivalent level
Average Time Spent on Media
MEDIA 2006 2007 2008
Press 27.8 27.4 26.5
TV 93.8 96.4 99.4
Radio 69.7 70.4 81.1
Internet 61.5 62.3 60.1
Total Time Spent 113.0 115.8 121.1
Average Time Spent - MinutesTG : All India (U+R)
• Involvement with media as measured by time spent on media shows an increasing trend.
• This increase is mainly due to TV and Radio. Press shows a slight decline in terms of time spent
Time Spent Per Title
2006 2008 % Change
Any Publication 9.6 10.6 10.6
Any TV 31.3 26.9 -14.1
Any Radio 43.6 42.7 -2.0
Time Spent in MinutesTG : All India (U+R)
• However, given the higher fragmentation of TV and radio, the time spent per channel is now declining
• In print the ‘Time Spent Per Title’ has gone up – possibly signifying an important opportunity for the press community.
Primary Readers
2007 2008
Dailies Magazines Dailies Magazines
Urban English 72 47 76 54
Urban Vernacular 59 54 61 57
Rural English 44 35 49 38
Rural Vernacular 37 43 37 46
Percentage of Primary ReadersTG : All India (U+R)
• In general proportion of readers reading their own copy is on the rise
• This trend of increasing primary readership is seen for all segments
Sections Read
Section Read 2007 2008
Front Page 85 87
City News 80 83
National News 70 73
Sports 55 53
International News 50 50
Entertainment 34 39
Life Style 31 35
Education 29 34
Business 23 25
Editorial 22 22
% of Daily Readers TG : All India (U+R)
Other Avenues
2005 2006 2007 2008
Read News on the Net
13.7 14.7 24.1 25.9
TG : All Internet Users (U+R)
• A large proportion of Internet user access news on the Net. However, given the small base, this is still small in terms of total numbers, but shows a fast increasing trend
• IRS covers 400 publications. A number of titles, specially niche titles remain uncovered.
• The increase in press reach due to publications not covered by IRS is 4%
% Internet Users Using it for News
Time of Media Consumption
TV Newspaper Magazine Radio Internet
Early morning to breakfast
5 33 7 18 2
Breakfast to lunch 6 38 21 18 21
After lunch 21 23 44 21 51
Evening until dinner
37 6 21 31 24
After dinner 32 1 7 12 3
% Media ConsumersTG : All India (U+R)
• Each media has a clear pattern of consumption, with only a little overlap between press and TV
Quality of Media Consumption - Summary
All media show a declining regularity of consumption in terms of daily consumption over weekly reach.
On frequency of consumption, the other measure of regularity, press shows the same trend. Radio and TV, however, show improvements
No. of titles and time spent show increases for TV and Radio and minor declines for Press. This suggests further fragmentation of TV/radio but a consolidation in Print. This leads to the fact that at a title level Print gets more intensively consumed
Primary reading clearly going up The net is possibly an opportunity area for premium dailies Magazines as a media need increased coverage. New and niche
titles need measurement
Understanding Readership – In Depth
• Understanding RPC • A Segmented View• International Comparison
Understanding RPC – Effect of Household Size
2005 2006 2007 2008
All HH 5.3 5.2 5.2 5
All Urban HH 5 4.9 4.9 4.8
All Rural HH 5.4 5.3 5.3 5.1
All Publication HH 5.3 5.2 5.2 5.1
All Publication HH (Urban) 5 4.9 4.9 4.8
All Publication HH (Rural) 5.6 5.5 5.5 5.3
TG : All India (U+R)
• Nationally, the average household size is steadily decreasing - nuclearization.
• This increases circulation but may not have the same effect on readership
Average Household Size
Understanding RPC - Urbanization
2005 2006 2007 2008 % Change
U+R 77,80 80,04 82,43 84,29 2.71
Urban 23,67 24,63 25,66 26,42 3.73
Rural 54,13 55,41 56,77 57,87 2.26
TG : All India (U+R)
• The population growth rate in urban is higher than that of the rural.
Population: Lakhs
Effect on RPC – Urbanisation
# Publication
Gross AIR
Gross Circulation
Average RPC
Upto 50% urban readership 62 670 140 4.8
50-75 % urban readership 68 1180 215 5.5
> 75% urban readership 60 302 139 2.2
Figures in Lakhs
Understanding RPC - Affluence
The Indian Consumer Pyramid
Understanding RPC - Increasing Affluence
• The ‘Living Standard’ of the country is steadily going up• Expectedly, own copy reading is now increasing
2005 2006 2007 2008% Change (2005-08)
Samriddha I 0.6 0.7 0.9 1.0 53
Samriddha II 0.6 0.7 0.8 0.8 39
Sampanna 2.5 3 3.1 3.2 25
Siddha 3.7 4 4.3 4.5 21
Unmukh 10.6 11.5 12.1 13 22
Saamanya 10 10.2 10.2 10.5 5
Sangharshi 49.6 51.0 49.2 47.5 -4
Nirdhan 22.2 18.9 19.4 19.4 -13
Population % DistributionTG : All India (U+R)
Summary - Understanding RPC
Significant increases in affluence and urbanization are driving more regular readers to get their own copy
Smaller family sizes and declining reading among the young also reduces the scope of the same copy being read by multiple individuals
These factors combine to show a steadily declining RPC, a trend that seems likely to be sustained, as has been seen in more developed countries
A Segmented View
Share and Growth by Age
ANY PUB TR2005 (TR)
2008(TR)
% TR Change
% AIR Change
All 29,13 32,34 11.1 -8.4
12-14 3,07 3,17 3.2 -22.8
15-19 5,26 5,78 9.8 -12.4
20-29 8,33 8,48 1.8 -16.5
30-39 5,46 6,41 17.3 -5.1
40-49 3,50 4,27 21.8 4.7
50+ 3,51 4,25 21.1 5.8
Press ReachTG : All India (U+R)
• The ‘20-29’ age group contributes a lot to the reader base.
• This group is not showing much growth in reach and also shows sharp AIR declines
• Efforts need to be devoted to this group to have higher impact on readership.
Share and Growth by Gender
ANY PUB TR2005 (TR)
2008(TR)
% TR Change
% AIR Change
All 29,13 32,34 11.1 -8.4
Male 20,15 22,20 10.2 -10.7
Female 8,97 10,15 13.1 -2.8
Press ReachTG : All India (U+R)
• Efforts of the Print industry to involve women readers seems to be working to some extent.
• The reach in this segment is growing, and AIR declines are much lower
Share and Growth by Pop-Strata
ANY PUB TR 2005 2008% TR
Change% AIR
Change
All 29,13 32,34 11.1 -8.4
40L+ 3,88 4,00 3.0 -8.7
10-40L 2,37 2,61 10.4 -3.4
1-10L 4,09 4,64 13.6 -2.3
Below 1L 3,44 3,74 8.8 -12.6
Rural 15,35 17,35 13.0 -10.3
Press ReachTG : All India (U+R)
• The 1-10 Lakh pop-strata is growing at a faster rate than any other pop-strata. The decline in AIR is the lowest in it.
Share and Growth by SEC
SEC 2005 2008 % TR Change
% AIR Change
All 29,13 32,34 11.1 -8.4
A 2,14 2,42 12.9 5.8
B 3,19 3,46 8.5 -3.4
C 3,38 3,60 6.6 -10.6
D 2,95 3,17 7.5 -14.6
E 2,11 2,34 10.9 -14.7
R1+R2 4,68 5,79 23.6 3.4
R3+R4 10,67 11,56 8.4 -18.4
• The TR has shown growth across all SEC classes.
• SEC A is contributing to both TR and AIR readership.
Press ReachTG : All India (U+R)
Summary of Segments
Age TR AIR
12 -14 + - - - Major threat
15 - 19 ++ - -
20 - 29 + - -
30 - 39 ++ -
40 - 49 +++ + Strong
50+ +++ + Strong
Town Class TR AIR
40 L + + - - Major threat
10 – 40 L ++ -
1 – 10 L ++ -
< 1 L ++ - -
Rural ++ - -
Gender TR AIR
Male ++ - -
Female ++ - Build
SEC TR AIR
A ++ + Strong
B ++ -
C + - -
D + - -
E ++ - - Affordability?
R1/R2 +++ + Strong
R3/R4 ++ - - Affordability?
TR AIR
All ++ -
International Trends
Country Lit. TG Coverage
Daily Reach
Reach / Literacy
Source
USA 99 18+ All 50 50 Scarborough
UK 99 15+ All 44 34 NRS
France 99 15+ All 44 44 EPIQ 2006
Mexico 91 12+ 9 cities 35 38 Ipsos Marplan
South Africa 86 16+ All 25 29 AMPS
Brazil 89 10+ All 52 58 Ipsos Marplan
Russia 99 16+ All 11 11 TNS Gallup Media, NRS
China 100 NS 30 cities 61 61 CIPS
India (AlI) 68 12+ All 20 29 IRS
India (40L+) 88 12+ 7 Cities 40 45 IRS
Thank You