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Front
page readership is very high while sports and edit sections get
less readers. These are just a few of the findings that the survey
SPARR conducted by Media Users Research Council (MURC) has thrown
up for newspapers.
SPARR stands for Sections, Pullouts and Attitudinal Readership Research.
The survey was conducted for Mumbai. It came about because publishers
and agencies felt the need to understand evolving options for dailies.
For example readership of Pullouts, Sub-metro offerings. The survey
also went beyond demographics for sensitive reader analysis.
The front page reads range from 82-88 per cent. The Times Of
India (TOI) also does well when it comes to city news
readership at 80 per cent. Mumbai Samachar is one per cent
higher. Mid-day and the Sena mouthpiece Saamna are
much lower at 64 and 68 per cent respectively. They also lag behind
the other publications when it comes to following the national news
with figures of 59 and 60 per cent. TOI's figure is the highest
at 75 per cent no doubt because its coverage is perceived to be
more complete.
Not surprisingly the international news readership for Saamna
is a mere 39 per cent. TOI's figure has also come down
to 63 per cent. Mid-day fares decently here with a figure
of 56 per cent. Because its devotes a lot of coverage and analytical
pieces to sports the figure goes up to 60 per cent. Only TOI
has a higher figure of 65. Most of the others are in the 40's.
However Mid-day scored poorly when it came to the Edit section.
Only 24 per cent of the readers check it out. For business readership
the overall figure falls. It is between 15-42 per cent. The study
also noted that for TOI the edit and international pages
score higher among SEC A. Also the readership profile is higher
at 35-44 years. The teens are not interested. The picture is the
same at Loksatta. SEC A is also interested in editorial,
sports, business.
Interestingly for the Maharashtra Times the edit section
is frequented by SEC C. The Gujarat Samachar readership profile
is higher than the other dailies at 45+ years. The Times of India
and Gujarat Samachar derive most of their readership
from the priviledged consumer segment. This is a proactive consumer
with the money and the will to spend.
Besides family dramas and Hindi movies, they also like to watch
watch sports and news. They watch films regularly. The average consumer
reads TOI, Loksatta and Navakal. Mid-day derives
most of its readership from the aspiring consumer. Area wise TOI
is well read in the city area and in the western suburbs i.e.
Bandra to Dahisar.
As reported earlier by Indiantelevision.com, when it comes
to television serials rule the roost. 70 per cent of the females
check it out and more importantly the soaps engage half of SEC A.
As expected women display little or no inclination for sports where
the figure is just one. For men it is much higher at nine. Star
Plus scored the highest across the board. For SEC A the figure is
38 while for D, E it is 36. The number of women interested is more
than double the number of men 46 as opposed to 20. Star's arch rivals
Sony and Zee are languishing far behind in the single digits.
Among radio stations Radio Mirchi comes out on top with a figure
of 57 followed by Star's Radio City at 49. Vivid Bharati's share
is 34 while Red FM is still further back at 16. Those aged 12-17
tune into Radio Mirchi and Radio City the most. Vivid Bharati has
older viewers in the age bracket 46+ tuning in. Coming to the cinema
the priviledged and aspirational consumers frequent theatres the
most while the constrained consumer tends to ignore it.
Also
read:
Newspaper pullout readers
skewed towards 25-34 age group SEC A,B
Afternoon soap watcher 'underprivileged
escapist': MRUC's Sparr study
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