MUMBAI: NRS 2003 figures for the capital follow the national trend.

Radio in Delhi shows the most significant growth in penetration followed by cable and satellite. Radio reach has increased by nine per cent, while that of cable and satellite (C&S) has gone up by five per cent.

Radio v/s Cable
Ironically, though C&S penetration has increased across all SEC segments, it is relatively higher in the lower D and E class. It is the other way around in radio, as in this medium, the more significant increase in penetration has happened in the higher SECs - A and B.

Also, the penetration of C&S has increased in both gender segments, but the growth is relatively higher amongst women in Delhi. The reverse holds true for radio, with growth in reach higher among men.

Almost 60 per cent of the adult population can be reached through C&S in Delhi, while 45 per cent can be reached through radio.

Print penetration drops
The penetration of print though has dropped in Delhi by a significant six per cent from 58 per cent to 52 per cent, while the penetration of cinema has remained constant at six per cent. The growing medium of the Internet too has seen a two per cent increase in penetration - from six per cent to eight per cent.

In print, both dailies and magazines are contributing to the significant drop in penetration, say the findings. However, the drop in penetration is higher in the magazine segment. The penetration of dailies has dropped by five per cent, while for magazine segment the drop is nine per cent.

Also, it is primarily the language segment that is contributing to the drop of print in Delhi metro. The Hindi press has dropped by six per cent while the English press has fared a little better with just a one per cent drop in penetration. The penetration of English dailies remain more or less constant.