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| NRS 2002 - KEY FINDINGS
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| Source - www.auditbureau.org |
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| Dailies boost growth for Press |
| National Readership Studies
Council (NRSC) released the findings of National Readership
Study 2002 (NRS 2002), to an audience comprising of who's who
of the media, advertising and marketing fraternity. Press and
television correspondents were also invited to share the findings
of the study. The National Readership Study (NRS) in India is
one of the largest in the world, with a reporting sample size
of over 2,13,000 individuals to track media exposure and changing
consumer trends in both urban and rural India and of course
readership of publications. The study covers 514 publications
(225 dailies and 289 magazines). NRS 2002 is conducted by pooling
together the resources of three leading Research Agencies viz.
IMRB, TNS Mode and AC Nielsen. This update is as at April 2002,
- within two months of the completion of the fieldwork (Jan-March
2002). Some of the key findings are given below : |
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| NRS 2002 - KEY FINDINGS |
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| Press adds
17 million readers in the last 2 years. |
- Over the last 2 years the reader base in India has grown
from 163 mn to 180 mn - a growth of 10%.
- There is still significant scope for growth, as 248 mn
adults who are literate do not read any publication.
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| There are
nearly as many rural readers as urban readers |
- Of the 180 mn readers, as many as 48% are from nearly
6 lakh villages scattered across India.
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| Newspapers
add substantially to the reader base |
- The reader base for dailies/newspapers increased from
131 mn in 1999 to 156 mn this year - an increase of nearly
20%
- The growth in the reach of dailies is substantially higher
than the literacy growth of 13% in the same period.
- Language dailies, which contributed significantly to this
growth, are mainly: English (in the metros), Hindi, Marathi
and the clutch of newspapers from the South. The Bengali
and the Assamese dailies also sustained the pace.
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| The highest
read Hindi Daily in India now surpasses a readership of 13 mn |
- A list of top 10 dailies and magazines is enclosed.
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| The newspaper
has now expanded its reach to the urban housewife / FMCG decision-maker.
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- More urban housewives (21.7 mn in 1999 & 25.4 mn in
2002) now read a daily newspaper.
- This is at the cost of reading magazines which was considered
the staple diet for most women.
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| Decline
of audiences for magazines |
- Magazines overall show a decline in the reader base, both
in urban and rural India. The reach of magazines has declined
from 93.8 mn in 1999 to 86.2 mn in 2002. Magazines have
lost 22% of their reach since 1999, taking into account
the population growth over these years.
- The erosion is mainly in the general interest, film/entertainment
and sports magazines, where the percentage decline on an
average is over 25%.
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| The time
spent on traditional media shows a marginal decline in urban
markets. |
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- In 1999 an urban adult spent on an average 14 hours a
week or 2 hours a day on traditional media i.e. Press, TV,
Radio and Internet.
- Since then, the time spent per week, per urban adult has
declined to 13 hours a week or about 7 minutes less per
day per adult.
- In comparison, the time spent on traditional media in
villages is virtually half i.e. 6 hours per adult, per week
and this is more or less constant since 1999.
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| Press retains
its share of urban media consumption at 16% |
- The decline in time spent on traditional media has not
affected much reading time, in urban India. The average
reader still spends about 16% of his total media time, i.e.
18 minutes per day in reading a daily/magazine.
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| Urban India
now spends marginally less time watching TV although television
still commands the lion's share of media consumption |
- TV still commands a 72% share of the average 13 hours
spent on traditional media amongst urban audiences.
- In absolute terms though there is a slight decline in
time spent on TV in this market. Despite the increasing
programme options, the average viewing time has come down
from 85 mins in 1999 to 82 mins in 2002.
- The TAM report for the same fieldwork period also confirms
a decline in the time spent on TV in the urban market.
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| The growth
in C&S penetration is more than twice the growth in TV owning
homes. |
- Television now reaches 81.6 mn Indian homes and reflects
a growth of 12% since 1999.
- Access to C&S homes jumped from 29mn in 1999 to 40mn
in 2002 - a 31% growth rate, more than twice the growth
of the Television market.
- C&S subscription has now penetrated 50% of all TV
homes.
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| Colour
TV growth keeps pace with reach of cable and satellite |
- Homes with colour TV increased from 19.4 mn in 1999 to
27.8 mn in 2002. The increment of 27% is in line with the
growth in C& S
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| TV and
C & S dominate in the Southern States |
- Tamil Nadu, Karnataka and Andhra Pradesh dominate the
markets with high reach of TV (42% + reach of homes) and
also high penetration of C&S (49% of all TV homes).
The other high TV, high C&S state is Gujarat.
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| Internet
reach now exceeds 6mn |
- The access to Internet in the last 3 months increased
to 6 mn as at 2002. Growth of internet has now stabilised
at 2 mn p.a.
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| Cybercafe
is the new access point for internet |
| · As reach of internet
increases, office is no longer the main place of access. As
many as 20% of users now surf from home and 43% go to a cybercafe.
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| Radio
is still stagnant |
- Radio reaches 28% of the adult population - marginally
more in rural (30%) and fewer in Urban markets (24%)
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| Share
of FM increases in a stagnant Urban market |
- Among the 48 mn adults who listened to radio in the last
3 months, 31% or 15 mn, now tune on to any FM station -
an increase of 6% since 2001.
- FM has a larger audience base than Vividh Bharati (18%)
and follows behind AIR primary station audience base of
43% of all radio listeners.
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