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NRS Key Findings
Press adds 34 million readers in the last 2 years.
Press continues to grow, adding 21 million readers between 2002 and 2005.
Over the last 3 years the number of readers of dailies and magazines put together among those aged 15 years and above has grown from 179 mn to 200 mn - a growth of 4% every year. (Note: Recently the scope of NRS has been expanded to include those aged 12 years and above but the 15 years age cut-off has been applied for the sake of comparison with NRS 2002.)<
There is still significant scope for growth, as 314 million people who can read and understand any language do not read any publication. It is not just affordability that is a constraint, since 21 million of these literate non-readers belong to the upscale SEC A and B segments.
There are nearly as many as rural readers as urban readers
Of the 200 mn readers, as many as 98 mn are from rural India and 101 mn from urban India.
Newspapers add substantially to the reader base
The reader base for dailies/ newspapers increased from 155 mn in 2002 to 176 mn this year - an increase of nearly 14% over three years.
However the growth in reach of dailies is less than the literacy growth of 21% in the same period.
The highest read Hindi Daily in India now surpasses a readership of 21 mn.
A list of top 10 dailies and magazines is enclosed. As many as 7 of the top 10 dailies have consistently improved their rankings in the last three years.
Dainik Jagran has taken the top slot even though the previous year's No.1 Dainik Bhaskar has also grown handsomely. This is because the number of literates in UP, Bihar and Jharkhand (strong Dainik Jagran markets) has grown explosively - while Daiinik Bhaskar has not been as fortunate in its strong markets.
Decline of audience for magazines
Magazines overall show a decline in the reader base, both in urban and rural India. The reach of magazines has declines from 86 mn in 2002 to 69 mn in 2005. Magazines have lost 19% of their reach since 2002.
The time spent on press medium has increased over the <>years
An urban adult now spends on press and TV an average of 17 hours a week; on press 4.9 hours and TV 11.8 hours. The time spent on radio is 10 hours a week.
The time spent by the average rural adult on press and TV together is 14 hours a week and that on radio is 9 hours a week
Press increases its share of urban media day
Today the average urban adult spends 42 minutes per day reading dailies and magazines and 1 hour 42 minutes watching TV. The average reading time used to be 32 minutes and the average viewing time 1 hour 40 minutes 3 years ago.
Contrary to expectations, press has increased its share of the day at the expense of TV - it accounts for 30% of the time spent, up from 24% three years ago.
The growth in C&S penetration is more than twice the growth in TV owning homes
Television now reaches 108 mn Indain homes which means it crosses the 50% mark of all homes for the first time and reflects a growth of 32% since 2002.
Homes with access to C&S jumped from 40 mn in 2002 to 61 in 2005. The growth of 53% is far higher than the growth of the TV market.
C&S subscription has now penetrated 56% of all TV homes
Colour TV outstrips even the rapid pace of of cable and satellite growth>
Homes with colour TV have doubled 29 mn to 58 mn in 2005. The increment of 43% is in line with the growth in C&S. While in 2002 a little over half the C&S homes had colour TV, today more than two-thirds (70%) do. This obviously makes the viewing pleasure of satellite channels more attractive than ever before.
.TV and Cable & Satellite dominate in the Southern States
Tamilnadu, Karnataka and Andhra Pradesh dominate the markets with TV reach of 77%, 68% and 74% respectively. These States also have high penetration of Cable & Satellite i.e. 55%, 44% and 55% respectively.
Internet now exceeds 10 mn
The number of individuals aged 12 years and above who accessed the Internet in the last 3 months increased to 11 mn in 2005. While 8 mn of these are in urban India, nearly 3 mn internet users reside in rural India.
The home is the new access point for Internet
As reach of Internet increases, office is no longer the main place of access. As many as 34% of users now surf from home and 32% go to a cybercafe. Only 16% of internet users access it from the work-place.
Radio is still stagnant
Radio reaches 23.1% of the adult population - marginally more in rural (23.5%)
Share of FM increases in a stagnant Urban market
Among the 183 mn adults who listened to radio in last 3 months, 43% or 96.8 mn , now tune on to any FM station - an increase of more than 100% over 2002.
FM has larger audience base than Vividh Bharati (15.7% compared to 11.3%) in Urban India.
Mobile phones: a new medium emerges
Among the fast growing tribe of mobile phone owners, 13.9% access value added features like downloads, accessing news and Cricket scores, SMS etc. The figure is higher at 24.7% in 35 metros.
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