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Indian Readership Survey 2019 Q4

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Indian Readership Survey 2019 Q4 INDIAN READERSHIP SURVEY 2019 Q4 DATE : 08th May 2020 INDIA’S GROWTH STORY HEADLINES Better NCCS profile and growth in electrification across country. More gas stoves and toilets - indicating better living standards in rural Education parameters improving - lowering of illiteracy and more graduates+ in the country Consumers are better equipped, more connected and more informed A rapidly evolving media landscape with multi-media adoption seen across consumer strata Internet continues its surge. More number of internet users (Last 1 month) in rural now then urban HEADLINES Radio listenership is growing. TV viewing too showing growth even on a very big base Newspaper readership however, is on a slow decline and is a trend seen across Hindi, English and Regional languages KEY SNAPSHOT NCCS ABC IS GROWING - SHARPEST GROWTH IN NCCS A OVER THE LAST 2 YEARS ‘14 ‘17 ‘19 21% NCCS ABC 47% 59% 69% NCCS DE 53% 41% 31% 24% 28% Figs. in % ELECTRIFICATION HAS IMPROVED OVER THE YEARS - UP 4% IN THE LAST 2 YEARS All India All India All India 84% 93% 97% 2014 2017 2019 <90% 90%-94% 95%-99% >99.5% Figs. in % PREMIUM DURABLE & ASSET OWNERSHIP IS INCREASING % of household All India Urban Rural having Durables 2014 2017 2019 2017 2019 2017 2019 Air 2 4 5 9 12 1 1 Conditioner Refrigerator 22 29 34 52 57 17 22 Washing 9 12 14 25 30 4 6 Machine Two Wheeler 24 35 43 46 52 29 39 Four Wheeler 5 5 6 10 10 2 3 Figs. in % ...AND SO IS THE GROWTH IN RURAL % of household Rural having 2017 2019 Tractor 3.1 3.8 Generator 0.6 0.7 Pump set 8.4 9.8 Tubewell 8.4 11.9 Gas Stove 54.8 77.2 Electricity 90.3 96.3 Connection Presence of Toilet 47.5 61.1 Figs. in % CONSUMERS TODAY ARE MORE EQUIPPED, MORE CONNECTED & BETTER INFORMED Read and Smartphone Access Social Shop from modern understand Online shopping ownership Media trade English 2017 2019 2017 2019 2017 2019 2017 2019 2017 2019 NCCS A 55 62 47 56 45 61 25 29 14 19 NCCS B 31 37 24 35 23 41 9 11 4 6 NCCS C 19 24 15 24 13 28 4 6 1 2 NCCS DE 10 13 6 14 5 15 2 3 0.3 0.9 Urban 34 42 30 42 29 47 14 19 7 11 Rural 17 23 11 21 10 25 4 5 1 3 Figs. in % Smartphone definition created using variables - Touch screen, front camera and ability to download EDUCATION PARAMETERS ARE ALSO GROWING WITH MORE GRADUATES/+ IN THE COUNTRY All India Urban Rural 2014 2017 2019 2017 2019 2017 2019 Medium of Education - English (Youngest - 14 16 24 24 9 9 child at home) Language Read & 14 23 30 34 42 17 23 Understood (English) Individual Education 10 9 10 16 17 5 6 (Graduate+) Illiteracy 27 24 21 14 13 29 26 Figs. in % ALL THESE LEADING TO A RAPIDLY EVOLVING MEDIA LANDSCAPE - A 1.4X GROWTH IN 3+ MEDIA ALL INDIA (U+R) % CONSUMED MEDIA IN LAST 1 MONTH 2017 2019 Change 3.6 All 4 Media 7 0.7 1.4X 10 3 Any 3 Media 14 1.4X 19 10.0 4 6 Any 2 Media 23 1X 24 16. 20.87 Any 1 Media 36 6 0.9X 31 No Media 20 0.9X 17 Figs. in % All India (U+R) Media Considered: Newspaper, TV, Radio and Digital WITH SIGNIFICANT ADOPTION OF MULTI-MEDIA ACROSS CONSUMER STRATA All India NCCS A NCCS B NCCS C NCCS DE Urban Rural 2017 2019 2017 2019 2017 2019 2017 2019 2017 2019 2017 2019 2017 2019 All 4 Media 7 10 22 25 9 12 5 6 2 3 13 17 4 6 Any 3 Media 14 19 30 33 21 25 13 16 6 8 22 26 10 15 Any 2 Media 23 24 29 25 32 29 26 25 15 17 28 27 21 22 Any 1 Media 36 31 16 14 33 28 45 39 39 36 30 25 39 35 No Media 20 17 2 2 5 6 11 13 38 36 7 7 26 22 Figs. in % Media Considered: Newspaper, TV, Radio and Digital RESULTING IN LARGE MEDIA MARKETS - BOTH TRADITIONAL & DIGITAL LAST ONE MONTH USAGE NEWSPAPER TV RADIO INTERNE T 490 Mn for single quarter 400 Mn 840 Mn 226 Mn 449 Mn % CHANGE 17 vs 19 -2% 7% 11% 123% 2019: U: R :: 47%:53% All India (U+R) Media Considered: Newspaper, TV, Radio and Digital Nos. in Millions are for 4 quarter rolling HIGHLIGHTS FROM IRS Q4 2019 REPORTING PERIOD This report is based on a Rolling Average of data from 3 quarters IRS 2019 (Q1), (Q2) and (Q3) and one fresh quarter – Q4 of IRS 2019 Quarter Start Date End Date IRS 2019 Q1 November’18 April’19 IRS 2019 Q2 April’19 July ’19 IRS 2019 Q3 August’19 November’19 IRS 2019 Q4 December’19 March 2020 Key Trends NCCS ABC continue to rise NCCS % IRS Q1 2019 IRS Q2 2019 IRS Q3 2019 IRS Q4 2019 A1 2.3 2.4 2.5 2.5 A 15.4 16.2 16.8 17.4 B 20.0 20.6 21.5 22.2 C 26.9 27.8 28.5 29.2 DE 37.7 35.4 33.24 31.3 Figs. in % Internet continues to grow while Others are stable % REACH WITHIN 12+ TOTALS TOTALS TOTALS TOTALS URBAN URBAN URBAN URBAN RURAL RURAL RURAL RURAL INDIVIDUALS IRS’19 Q1 IRS’19 Q2 IRS’19 Q3 IRS’19 Q4 IRS’19 Q1 IRS’19 Q2 IRS’19 Q3 IRS’19 Q4 IRS’19 Q1 IRS’19 Q2 IRS’19 Q3 IRS’19 Q4 Universe size (000s), 12+ 107,85,43 108,71,43 109,58,74 110,47,26 37,69,76 38,06,77 38,44,36 38,82,43 70,15,67 70,64,66 71,14,38 71,64,84 years Total Media 82 83 83 83 94 94 94 93 76 77 77 78 Consumption L1M TV in last 1 month (L1M) 77 76 76 76 90 89 88 87 70 70 70 70 Newspapers read in L1M 39 39 38 36 53 53 51 50 32 31 30 29 Magazines read in L1M 6 5 5 5 9 9 9 8 4 4 3 3 Listened to Radio in L1M 20 20 20 20 29 29 29 30 16 16 16 15 Accessed Internet in L1M 24 29 35 41 39 44 49 55 16 22 27 33 Watched Cinema in L1M 3 3 3 3 6 6 6 6 2 1 1 1 Figs. in % English read & understand continues to grow in most markets English Read & English Read & ALL INDIA ALL INDIA Understand Understand IRS Q1 IRS Q2 IRS Q3 IRS Q4 IRS Q1 IRS Q2 IRS Q3 IRS Q4 Figs in % 2019 2019 2019 2019 2019 2019 2019 2019 ALL INDIA 26 27 29 30 ALL INDIA 26 27 29 30 Andhra Pradesh 15 16 16 19 Meghalaya 31 38 43 47 Assam 25 29 30 34 Mizoram 21 35 47 47 Bihar 20 21 21 22 NCT Of Delhi 47 48 50 50 Chhattisgarh 16 16 16 17 Nagaland 57 59 67 65 Goa 55 55 56 62 Odisha 28 34 39 44 Gujarat 16 17 18 19 Punjab 47 50 53 52 Haryana 29 31 34 36 Rajasthan 19 16 16 16 Himachal Pradesh 52 57 57 62 Sikkim 63 64 66 67 Jammu & Kashmir 63 64 64 66 Tamil Nadu 27 29 30 31 Jharkhand 21 22 23 22 Telangana 24 27 27 29 Karnataka 22 24 27 28 Tripura 28 28 30 34 Kerala 37 45 48 53 Uttar Pradesh 29 29 29 31 Madhya Pradesh 13 14 14 15 Uttarakhand 34 36 35 38 Maharashtra 29 31 34 36 West Bengal 31 34 35 37 Manipur 48 52 49 54 Figs. in % READERSHIP on a slow decline - a trend seen across languages….. Read in L1M (TR) % ALL INDIA URBAN RURAL IRS Q1 IRS Q2 IRS Q3 IRS Q4 IRS Q1 IRS Q2 IRS Q3 IRS Q4 IRS Q1 IRS Q2 IRS Q3 IRS Q4 2019 2019 2019 2019 2019 2019 2019 2019 2019 2019 2019 2019 Any Daily 37.3 36.7 35.7 34.5 51.1 50.3 49.0 47.7 29.9 29.3 28.5 27.4 Any Hindi Dailies 17.2 16.9 16.3 15.7 21.2 20.9 20.3 19.7 15.1 14.8 14.2 13.5 Any English Dailies 2.9 3.0 3.1 3.1 6.9 7.1 7.3 7.3 0.7 0.7 0.8 0.9 Any Regional Dailies 19.5 19.2 18.9 18.4 28.2 27.7 27.1 26.5 14.9 14.6 14.5 14.0 AIR % ALL INDIA URBAN RURAL IRS Q1 IRS Q2 IRS Q3 IRS Q4 IRS Q1 IRS Q2 IRS Q3 IRS Q4 IRS Q1 IRS Q2 IRS Q3 IRS Q4 2019 2019 2019 2019 2019 2019 2019 2019 2019 2019 2019 2019 Any Daily 16.1 15.3 14.7 13.8 26.1 25.2 24.0 22.8 10.6 10.0 9.6 8.9 Any Hindi Dailies 7.12 6.7 6.4 6.0 10.5 10.1 9.7 9.3 5.32 4.9 4.6 4.2 Any English Dailies 1.2 1.2 1.2 1.1 3.2 3.1 3.1 2.9 0.2 0.2 0.2 0.2 Any Regional Dailies 8.4 8.0 7.8 7.3 14.0 13.5 12.9 12.2 5.3 5.09 5.0 4.7 Figs.
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