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DB Corp spotlights anomalies in IRS 2013 data

MUMBAI: DB Corp, publishers of the popular Hindi daily Dainik Bhaskar, Gujarati daily Divya Bhaskar and Marathi daily Dainik Divya Marathi, has pointed out several anomalies in the new Indian Readership Survey (IRS) 2013 data, released on Tuesday by Media Research Users Council (MRUC) and Nielsen.

Stressed by the data that has established a steep decline for almost all leading newspapers, DB Corp has made a detailed presentation, a copy of which TelevisionPost.com has sourced from the industry, highlighting “lot of anomalies and illogical findings in IRS 2013 report”.

Giving a state-wise observation for markets like MP, Chhatisgarh, Rajasthan, Maharashtra, Gujarat, Punjab, Haryana, Bihar, Jharkhand, Uttar Pradesh, Uttarakhand, Tamil Nadu, Karnataka and Andhra Pradesh, DB Corp has stated: “This is corroborated that the process and approach applied for this report (IRS 2013) is completely irrational, unscientific and very far from accuracy, market perception and ground realities.”

The company said it has studied and analysed all the DB markets and few of important non DB markets as well to highlight these anomalies in the data.

TelevisionPost.com reveals the marketwise observations made by DB Corp. Here is the list of anomalies pointed out by DB Corp.

DB Market:


Punjb IRS

  • Punjab Kesari, a prominent player in Punjab, has shown a decline by 45% which has resulted into a loss of 5.05 lakh readers.
  • In Ludhiana, Amritsar and Jalandhar combined, Punjab Kesari’s readership has gone down from 3.92 lakh to 1.47 lakh.
  • In totality, 10.24 lakh readers have disappeared from Punjab, a 33% decline in total readership including all players.
  • DB is now been shown number 1 publication in Punjab.

MaharashtraMaharashtra IRS

  • Lokmat, perceived as a leader in Maharashtra, has lost its readership by 16.83 lakh which is around 23%. Sakal has also lost by 17%. This indicates a gross decline in total Maharashtra market.

ChandigarhChandigarh IRS

  • The Tribune, a leading English newspaper in Chandigarh, has almost halved its readership compared to last IRS results, from 1.02 lakh to 0.52 lakh readers.

HaryanaHaryana IRS

  • Nowhere in IRS 12Q4, Hari Bhumi has reported a growth of 390% i.e. from 2.45 lakh to 12.00 lakh readers. This despite no new edition or new launch in Haryana in last 18 months. Punjab Kesari has lost by 25%.
  • There is a big question how suddenly 8.65 Lac readers (sum-up of growth and de-growth of all players) have been originated in Haryana.

GujaratGujarat IRS

  • Gujarat Samachar who was the leader as per IRS 12 Q4 with 43.95 lakh readers has suddenly shown a de-growth of 16% and has lost 7.06 lakh readers.
  • Sandesh, the number 3 player in the market, has gained 5.23 lakh readers and has become number 2 after Divya Bhaskar, throwing Gujarat Samachar to 3rd position.
  • In Ahmedabad and Surat, Gujarat Samachar has shown a sharp decline by 27% and 30% respectively.

JharkhandJharkhand IRS

  • All 3 leading newspapers of Jharkhand (Prabhat Khabar, Hindustan and Dainik Bhaskar) have lost their readership compared to last IRS. The question arises if all the big players have declined in readership, where those readers have gone.

Madhya PradeshMP IRS

  • Nai Dunia has come down from 13.59 lakh readers to 10.33 lakh, a decline of 24%.
  • Patrika has all of a sudden, in the last one year, without any new launch of any edition  shown a growth of 135% in readership which is also probably the highest ever growth in any readership survey on such a base and within just one year.
  • In rural area Patrika has gained 720% over last IRS 12Q4, which means that the rural market in MP has grown many folds suddenly.

ChhatisgarhCG IRS

  • Nai Dunia and Nav Bharat have lost their readership by 44% and 47% respectively. Dainik Bhaskar has also lost its readership by 3.91 lakh which is about 43%.
  • Hari Bhumi and Patrika who have gained 45% & 35% respectively in totality and in rural area have registered an abnormal growth of 108% & 88%.

RajasthanRajasthan IRS

  • Rajasthan Patrika has increased its readership by 9.70 lakh in urban area whereas Dainik Bhaskar has shown a decline by 2.24 lakh readers. Question arises how suddenly more than 7.5 lakh readers have originated?
  • In rural area both the newspapers have declined in readership. How 9 lakh+ readers have disappeared from the market?


  • Hindustan and Dainik Jagran both have lost their readership whereas no other players have registered a significant growth.

Non DB market

UttrakhandUttrakhand IRS

  • Readership of established players drop by 40% in just one year.
  • Amar Ujala drops 60% (5 lakh) and Dainik Jagran drops by 43%.
  • Only Hindustan gains.

Uttar PradeshUP IRS

  • Surprising gain of 70% (30 lakh AIR) by Hindustan – in a market where the other newspapers of repute, Dainik Jagran and Amar Ujala have shown a drastic drop.
  • Suddenly Hindi Hindustan has gained 85% (17.18 lakh) readers from rural centres in less than a year.

Tamil NaduTamil Nadu IRS

  • The state’s leading daily, The Hindu has almost halved its readership base from 10.74 lakh to 6.08 lakh.
  • Dinakaran, another established Tamil daily, has declined by 14 lakh readers.

KarnatakaKarnataka IRS

  • All the leading Kannada dailies have dropped significantly by 40-50%.
  • Traditionally strong dailies like Samyukta Karnataka and Udyavani have de-grown by as much as 50%

Andhra PradeshAP IRS

  • Every newspaper in this market, irrespective of language, has dropped by approximately 45-50%.
  • Sakshi drops 20 lakh readers, down from 53 lakh to 33 lakh.

When TelevisionPost.com contacted Nielsen India MD media Prashant Singh, he informed that MRUC has already asked all the publications who have issues with the data, to write to them. “MRUC has asked them to write their concerns. MRUC will revert to them within one week.”

Also Read:

New IRS 2013 data mired in controversy
All new IRS 2013 data holds surprises and shocks