An Overview of the Mass Media Scenario in India & Current Indian demographic

INDIA: A Marketing Oriented
Perspective

CONTENT FLOW
• India Demographics
• Media Landscape

DATA SOURSES
• IRS 2017 : The Readership Studies Council of India (RSCI) and Media Research Users Council (MRUC)
together bring this mammoth survey. The IRS 2017 Report covers a full year sample of 3, 20,000 households -
the highest ever in the history of any readership study in the world. The large sample size was backed by a
meticulously designed methodology which saw the use of 100 per cent Dual Screen CAPI followed by a tighter
scrutiny process via continuous backchecks, accompaniments, use of audio recordings, and third-party field
audits.
• BARC INDIA : Broadcast Audience Research is a joint effort of three industry associations (AAAofI, IBF,
ASCI )to develop a reliable television audience measurement system for India. The reporting is available on a
weekly basis.
• CENSUS 2011 : Census survey conducted by GoI every 10 years. Spread across 29 states and 7 union
territories, the census covers 640 districts, 5,924 sub-districts, 7,935 towns and more than 600,000 villages.
• TGI : TGI provides in depth information on consumer demographics, category and brand consumption across
400 product categories and services and 3000 brands, psychographics, lifestyle and media consumption. Sample
Size is around 40K. Launched in 2001 in India , this study is now conducted and released twice a year.

INDIA FAST FACTS
ADVANTAGE
INDIA
POPULATION : 1.3 Bn (estimated)
NO. OF STATES & UNION TERRITORIES : 29 States & 7 Union Territories
FORM OF GOVERNMENT : Federal Parliamentary Republic
OFFICIAL LANGUAGES : 23
GDP (PER CAPITA) : $ 2,016 (2018 estimated)
RELIGION : Hindu (79.8%), Muslim (14.2%), Christian (2.3%), Sikh (1.7%),
Others + unspecified (2%)
AREA : 32,87,263 sq. km.
LAND : 29,73,193 sq. km.
WATER : 3,14,070 sq. km.
NATURAL RESOURCES : Coal (4th-largest reserves in the world), iron ore, manganese,
natural gas, diamonds, petroleum, limestone, etc.
LAND USE : Agriculture – 60.5%, Forest – 23.1%, others – 16.4%
URBAN : RURAL SPLIT : 34 : 66
MAJOR URBAN AREAS : New Delhi – 28.5mn, Mumbai – 20mn, Kolkata – 14.7mn,
Bengaluru – 11.44mn
MEDIAN AGE : 28.1 years
LITERACY : 71.2% (Male – 81.3%, Female – 60.6%)
INTERNET USERS : 37,43,28,160 (29.5% of population)

TOWNS & VILLAGES OF INDIA
Source: Census 2011
Population % Households
All India 1210mn 100% 330mn All India
Urban 377mn 31% 110mn 8909 Towns
Rural 833mn 69% 220mn 638000 Villages
URBAN INDIA
Population Town Count Population Percentage
Above 40 lakhs 8 45,399,183 12%
Above 10 lakhs 46 92,259,413 24%
Above 5 lakhs 89 113,386,660 30%
Above 1 lakh 496 223,803,013 59%

Town Population Wise Town Count %
Less than 5K Population 1222 13.72%
5K- 10K 2351 26.39%
10K - 25K 2926 32.84%
25K - 50K 1313 14.74%
50K- 1 lakh 601 6.75%
1 lakh - 5lakhs 407 4.57%
5 lakhs - 10 lakhs 43 0.48%
10lakhs - 40 lakhs 38 0.43%
Above 40 lakhs 8 0.09%
Total 8909 100%
Source: Census 2011

State Urban Rural Total Urban % Rural%
NCT OF DELHI 16368899 419042 16787941 98% 2%
Chandigarh 1026459 28991 1055450 97% 3%
Lakshadweep 50332 14141 64473 78% 22%
DAMAN & DIU 182851 60396 243247 75% 25%
PUDUCHERRY 852753 395200 1247953 68% 32%
GOA 906814 551731 1458545 62% 38%
MIZORAM 571771 525435 1097206 52% 48%
TAMIL NADU 34917440 37229590 72147030 48% 52%
KERALA 15934926 17471135 33406061 48% 52%
Dadra & Nagar Haveli 160595 183114 343709 47% 53%
MAHARASHTRA 50818259 61556074 112374333 45% 55%
GUJARAT 25745083 34694609 60439692 43% 57%
Source: Census 2011

KARNATAKA 23625962 37469335 61095297 39% 61%
ANDAMAN & NICOBAR
ISLANDS
143488 237093 380581 38% 62%
PUNJAB 10399146 17344192 27743338 37% 63%
HARYANA 8842103 16509359 25351462 35% 65%
ANDHRA PRADESH 28219075 56361702 84580777 33% 67%
WEST BENGAL 29093002 62183113 91276115 32% 68%
UTTARAKHAND 3049338 7036954 10086292 30% 70%
MANIPUR 834154 2021640 2855794 29% 71%
NAGALAND 570966 1407536 1978502 29% 71%
MADHYA PRADESH 20069405 52557404 72626809 28% 72%
JAMMU & KASHMIR 3433242 9108060 12541302 27% 73%
TRIPURA 961453 2712464 3673917 26% 74%
Source: Census 2011

RAJASTHAN 17048085 51500352 68548437 25% 75%
SIKKIM 153578 456999 610577 25% 75%
JHARKHAND 7933061 25055073 32988134 24% 76%
CHHATTISGARH 5937237 19607961 25545198 23% 77%
ARUNACHAL PRADESH 317369 1066358 1383727 23% 77%
UTTAR PRADESH 44495063 155317278 199812341 22% 78%
MEGHALAYA 595450 2371439 2966889 20% 80%
ODISHA 7003656 34970562 41974218 17% 83%
ASSAM 4398542 26807034 31205576 14% 86%
BIHAR 11758016 92341436 104099452 11% 89%
HIMACHAL PRADESH 688552 6176050 6864602 10% 90%
Source: Census 2011

Population
State wise
Source: IRS 2017

29.8 CRORES HOUSEHOLDS IN INDIAN
URBAN INDIA
35%
RURAL INDIA
65%
Urban & Rural India: 2017
2979
1033
1946
0 500 1000 1500 2000 2500 3000 3500
ALL INDIA
URBAN INDIA
RURAL INDIA
HouseHolds in India 2017
Source: IRS 2017
Figs in lakhs

2/3RD OF HOMES IN RURAL INDIA
48
17
11
7
3
2
4
8
0 10 20 30 40 50 60
Rural < 5K
Rural > 5K
Urban < 1
Urban 1-5
Urban 5-10
Urban 10-15
Urban 15-50
Urban 50+
Source: IRS 2017
Figs in %

ELECTRIFICATION : MOST STATES >90%
(UP BY 9% IN THE LAST 4 YEARS)
Source: IRS 2017

HOUSEHOLD OWNERSHIP OF MOBILES
CROSSES THE 90% MARK
4%
5%
12%
29%
35%
47%
61%
66%
73%
91%
93%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
AC
4 Wheeler
Washing Machine
Refrigitor
Two Whealer
Agriculature Land
Color TV
Gas Stove
Celling Fan
Mobile Phone
Electricity
Durables Ownership
Source: IRS 2017

AIR-CONDITIONER PENTERATION
Figures in %
U+R = Urban & Rural
R= Rural
U=Urban
Source: IRS 2017

Fridge-Refrigerator
Figures in %
U+R = Urban & Rural
R= Rural
U=Urban Source: IRS 2017

Washing Machine
Source: IRS 2017
Figures in %
U+R = Urban & Rural
R= Rural
U=Urban

Ceiling Fan
Source: IRS 2017
Figures in %
U+R = Urban & Rural
R= Rural
U=Urban

Gas Stove
Source: IRS 2017
Figures in %
U+R = Urban & Rural
R= Rural
U=Urban

Two Wheeler
Source: IRS 2017
Figures in %
U+R = Urban & Rural
R= Rural
U=Urban

Car/Jeep/Van
Source: IRS 2017
Figures in %
U+R = Urban & Rural
R= Rural
U=Urban

DVD Player
Source: IRS 2017
Figures in %
U+R = Urban & Rural
R= Rural
U=Urban

Microwave Oven
Source: IRS 2017
Figures in %
U+R = Urban & Rural
R= Rural
U=Urban

Inverter
Source: IRS 2017
Figures in %
U+R = Urban & Rural
R= Rural
U=Urban

57% OF THE TOTAL POPULATION LIES IN THE 20-49 YEARS
GROUP
Source: IRS 2017

AGE GROUP PATTERN STAYS SIMILAR ACROSS THE COUNTRY
Source: IRS 2017

12-19 YEARS POPULATION INCREASES IN SMALLER TOWNS VS
URBAN CENTRES
Source: IRS 2017

EQUAL SPLIT BETWEEN MALES AND FEMALES
Source: IRS 2017

GENDER SPLIT STAYS SKEWED TOWARDS MALES ACROSS,
EXCEPT SOUTH
Source: IRS 2017

UPGRADING FROM SEC TO NCCS (New Consumer Classification
System)
What is NCCS?
NCCS is used to classify households in India. It was co-developed by Market Research Society of India (MRSI) and Media Research Users Council (MRUC) and
classifies households on two variables - education of the chief wage earner and the number of consumer durables owned by the household from a predefined
list.
Why is it used?
NCCS is used to discriminate between households and define the entire consumer behavior of a household - what will his family aspire for, gender ratio or life
expectancy of a family member. It is used by IRS and New launched TV ratings methodology from BARC. It is similar to SEC but here, the attempt is to
understand the behavioral variables of a consumer as well.
How different is SEC from NCCS?
SEC is an urban-only system while NCCS is national.
SEC classifies consumers on two variables - education of the chief wage earner and his occupation and is linked to one individual. It doesn't use household
parameters to classify the households, which NCCS does.
The classification of occupation was urban-oriented in the case of SEC. When SEC was launched, the interest in the rural consumers was very low. It did not
include the conventional rural occupations. So, there were two different classifications. One for the rural system wherein the Rural SEC Grid used education
and type of house (pucca, semi-pucca, and katcha) as measures of socio-economic class, and segmented rural India into 4 groups (R1, R2, R3, R4) and the
other for urban - SEC A1, SEC A2 and so on.
Further Details on the same can reviewed from the below Link
http://www.afaqs.com/news/story/42980_A-Dummys-Guide-to-NCCS

INDIA – SOCIAL ECONOMIC CLASSIFICATION

New Consumer Classification System (NCCS)
Source: IRS 2017

LIST OF DURABLES
The durables (as on date) are Electricity Connection, Ceiling Fan, Gas Stove, Refrigerator, Two Wheeler, Washing Machine, Colour TV, Computer, Four-
wheeler, Air Conditioner and Agricultural land (in rural areas). Research showed that it is an adequate classification. This list will be relooked after a
certain period of time.

NCCS D & E REDUCING OVER THE PERIOD
Source: IRS 2017

NCCS CLASSIFICATION REMAINS SIMILAR EXCEPT EAST
Source: IRS 2017

URBAN POCKETS SEES HIGHER %AGE FOR NCCS ABC
Source: IRS 2017

RURAL HAS HIGHER ILLITERACY RATE
Source: IRS 2017

NORTH AND EAST INDIA HAS HIGHER RATE OF ILLITERACY
Source: IRS 2017

RURAL HAS HIGHER RATE OF ILLITERACY
Source: IRS 2017

Employment pattern remain similar in Urban and Rural India
Source: IRS 2017

TV REMAINS MOST POPULAR MEDIA
MOBILE AND INTERNET GROWING OVER THE YEARS AS WELL
Source: IRS 2017

MEDIA PENTERATION POP
Source: IRS 2017

South India sees higher interaction with all media
higher literacy rate in south also reflects in higher preference
for print media
Source: IRS 2017

MEDIA PENTERATION STATEWISE
Source: IRS 2017

USERS CAN NOW COMPARE ALL MEDIA,
APPLE TO APPLE
% REACH WITHIN 12+ INDIVIDUALS TOTALS URBAN RURAL
Universe size (000s), 12+ years 104,60,04 36,26,05 68,34,00
TV in last 1 month (L1M) 75 (+10) 88 (+3) 68 (+14)
Newspapers read in L1M 39 (+8) 53 (+6) 31 (+9)
Magazines read in L1M 5 (n.a.) 9 (n.a.) 3 (n.a.)
Listened to Radio in L1M 19 (+9) 28 (+13) 15 (+7)
Accessed Internet in L1M 19 (n.a.) 33 (n.a.) 12 (n.a.)
Watched Cinema in L1M 3 (*) 6 (*) 2 (*)
Figs in %
Source: IRS 2017
n.a. = not available in earlier IRS ; * = insignificant
#Does not Include Goa.
Figures in brackets indicate growth over IRS 2014

ROLE OF MEDIA – AWARENESS V/S ENGAGEMENT
•Build high reach & convey brand message with audio-visual impact of TV.
•Preferred media to help boost reach across and ensure coverage at efficient weight levels
TELEVISION +
ONLINE TV
•Build high coverage through utilizing OOH media options like billboards, bus branding, lamp posts,
etc.
•Help provide awareness and recognition
OOH
•Influential media to enhance image in affinity categories / titlesPRINT
•Frequency builder
•Helps build affinity and also supports to leverage interaction with target audience
RADIO
Awareness Building
• Media that will encourage
Build awareness, reach and
Image Building
• Targeted media selection to
help get a wider coverage
•Interact with our target to educate them about the value of environment and sustainability
•Provide targeted reach to our audience
DISPLAY
•Encourage call for action amongst our targets.
•To keep exposure and drive high traffic
SEARCH
•Encourage interaction and sharing on social networks
•Build content with relevant media to educate and share
SOCIAL
Generate Engagement
• Relevant & affinity media to
win mass audience
• Story telling and education to
drive brand preference
• Media that helps interaction
and engagement
opportunities

TV MEDIA
• Helps build high media reach amongst
targeted audience
• Ensures reach across age groups, social
strata at effective levelsTV

ADVANTAGES & DISASDVANTAGES TV MEDIA
• Largest number of viewers
• Highest reach among all media
• Appeals across age groups, social strata,
literacy status, etc.
• Powerful and persuasive medium
• Outreach across urban and rural areas
• Educative and entertainment media
• With technical advancement, digital also
comes to the fore on TV
• Expensive but effective medium
• Besides allowing opportunity through
creativity using sight and sound, it helps
define the personality of a brand
• Expensive media – on air cost, production,
competitive brand budgets, etc.
• Does not allow for immediate change or
stoppage of creatives / ads on air
• Large number of channels, making it
difficult to reach audiences across genres
• Prime time may guarantee higher reach,
but it comes at a high price
• Appointment viewing on the decrease,
audience moving on to digital platforms
• Highly cluttered media
• Adaptation needed for language /
vernacular TV channels

PRINT MEDIA
• Influential media to enhance image in
affinity categories / titles
• Effective add-on media to TV, especially
in a market like IndiaPRINT

ADVANTAGES & DISADVANTAGES
• Targeted marketing
• Be present in relevant titles
• Localise content in vernacular
languages
• Engaging media
• Higher ad recall
• Loyal readers
• Pass-along readability
• Credible and trust worthy media
• Longevity – based on frequency of
publication
• Readership on the decline, given
exposure to digital media
• “Freshness” of news is an issue
• Limited shelf life – especially dailies
• Longer planning timelines
especially monthly, quarterlies, etc
• Cluttered media
• Limited readership depending on
loyalty

RADIO MEDIA
• Fringe media
• Frequency builder
• Helps build affinity
• Supports to leverage interaction with target
audienceRADIO

• Fringe, influential media
• Frequency Builder
• Allows interaction with audience
• Permits localization
• Cheap in terms of on air and
production costs
• Reaches rural pockets effectively
where TV may not be very effective
• Radio is the pulse of the community
• Offers promotional / tactical
opportunity
• Provides call-to action
• High fragmentation
• Less attentive
• Lack of visual appeal
• Complex buying process across
markets
• Need to localise content for
relevancy
• Lack of loyalty

OOH MEDIA
• Build high coverage through utilizing OOH
media options like billboards, bus branding,
lamp posts, etc.
• Help provide awareness
• Instant recognitionOOH

• Increases brand recognition
• Ideal brand building media
• Specific area / location targeting
• Digital signboards allow taking TVC
on outdoor media
• Effective media on high traffic
roads
• Allows for higher discounts
negotiations compared to TV and
other media
• Permits creative and tactical
freedom
• May be distracting medium
• Unorganised sector compared to
TV, radio, print
• Measurability is an issue
• Risk of vandalism and weather
conditions
• Limited information and
attention time
• Stationary media
• Limited feedback

DIGITAL MEDIA - DISPLAY
• Interact with our target to educate them
about the value of environment and
sustainability
• Provide targeted reach to our audienceDISPLAY

• Allows higher interaction
• Allows usage of rich media and
imagery
• Low cost media
• Build brand awareness and
relevance
• Better target to TG and also
retarget and remarket
• Lower Click-thru-rate
• Low conversion rate
• Ad avoidance via ad-blocking
tools
• Auction-style system allows
higher bidder to get space /
visibility advantage
• Viewing / connectivity problems

DIGITAL MEDIA - SEARCH
• Encourage call for action amongst our
targets.
• To keep exposure and drive high traffic
SEARCH

• Unobtrusive
• Resistance to ad-block
• Focus on intent marketing
• Solution for poor organic traffic
• Mobile advertising
• Helps improve SEO
• Immediate results
• Budget control
• Highly competitive
• High cost per click
• Highly specialised knowledge
• Time consuming

DIGITAL MEDIA - SOCIAL
• Encourage interaction and sharing on
social networks
• Build content with relevant media to
educate and shareSOCIAL

• Relatively low cost
• Higher reach
• Helps wider segmentation
• Brand visibility
• Higher chance of interaction
• Brand recognition
• Generate leads
• Need for a clear and defined social
media strategy
• Need of additional resources for
maintaining online presence
• Social media is immediate and
needs daily monitoring
• Need of active management to
reap benefits
• Risk of inappropriate and unwanted
behaviour and negative comments

Growth in TV penetration has been tremendous
Source: BARC INDIA

Terrestrial was the only form of distribution till the mid 90s.
With the impetus of digitization, this is nearly extinct!
Source: BARC INDIA

TV Universe size in rural India is 99 million HHs, which is 17%
higher than Urban India, but Rural is only 52% penetrated so
far
Source: BARC INDIA

‘Old School’ Viewing still exists in India….be it URBAN or
RURAL
Source: BARC INDIA

Viewers in South spend higher time on TV than viewers in
HSM
Source: BARC INDIA

Contrary to popular perception Viewership is highest
amongst Youth (15-30 years) even in the digital age
Source: BARC INDIA

HINDI CONTENT rules! The associated genres reach more
than 500 million people weekly
Source: BARC INDIA

TV PENETRATION
BI 2018
Source: BARC INDIA

ALL INDIA TV VIEWERSHIP : FAST FACTS
Source: BARC INDIA

VIEWERSHIP OF HSM VS. SOUTH: FAST FACTS
Source: BARC INDIA

VIEWERSHIP BY AGE GROUP
Source: BARC INDIA

PRINT PENETRATION
Source: IRS 2017

DAILIES ADD 11 CRORE READERS IN THE LAST 3 YEARS
Read in Last 1 Month ALL INDIA URBAN RURAL
2014 2017 2014 2017 2014 2017
Dailies 31% 39% 47% 53% 22% 31%
Readers in Crores 29.5 40.7@ 15.2 19.3 14.3 21.4
+11 Cr +4 Cr +7 Cr
Source: IRS 2017

DAILIES’ READERSHIP BASE EXPANDS ACROSS
DEMOGRAPHIC GROUPS
Note: respective NCCS or Age group = 100
Figs in % (12+ Years)
12+ YEARS NCCS A NCCS B NCCS C NCCS DE
2014 2017 2014 2017 2014 2017 2014 2017
Dailies (hard copy) Read in
Last 1 Month
72% 73% 51% 54% 33% 37% 15% 21%
12+ YEARS 12 – 15 YRS 16 – 19 YRS 20 – 29 YRS 30 – 39 YRS 40 – 49 YRS 50+ YRS
2014 2017 2014 2017 2014 2017 2014 2017 2014 2017 2014 2017
Dailies (hard copy) Read
in Last 1 Month
28% 42% 38% 50% 34% 42% 30% 38% 29% 37% 26% 30%
Source: IRS 2017

WHILE READERSHIP BASE EXPANDS,
“YESTERDAY READER” BASE IS ALMOST FLAT
Dailies’ Readership IRS 2014 IRS 2017
% CHANGE VS
‘14
Last 1 month 27.6 38.5 40%
Upto 7 days 24.3 30.6 26%
Upto 3 days 20.8 24.1 16%
Yesterday 17.2 17.3 0.6%
Figs in Crores (12+ Years)
Source: IRS 2017

DAILIES : GROWTH SEEN ACROSS LANGUAGES
LAST 1 MONTH READERSHIP IRS 2014 IRS 2017 % CHANGE VS ‘14
12+ individuals 96.2 104.6 9%
Bengali 1.9 2.1 9%
English 2.5 2.8 10%
Gujarati 1.6 2.3 45%
Hindi 12.1 17.6 45%
Kannada 1.3 1.8 37%
Malayalam 2 2.4 19%
Marathi 2.6 3.4 31%
Oriya 0.6 1.1 83%
Punjabi 0.5 0.7 51%
Tamil 2.3 3.4 44%
Telugu 1.5 2.5 63%
Urdu 0.1 0.2 53%
Source: IRS 2017

THE TOP 20 DAILIES : ALL LANGUAGES (EXCLUDING -
VARIANT)
TR OF PUBLICATIONS (U+R) IRS 2017 TR OF PUBLICATIONS (U+R) IRS 2017
Dainik Jagran 70377 The Times Of India 13047
Hindustan 52397 Ananda Bazar Patrika 12763
Amar Ujala 46094 Punjab Kesari 12232
Dainik Bhaskar 45105 Dinakaran 12083
Daily Thanthi 23149 Mathrubhumi 11848
Lokmat 18066 Gujarat Samachar 11784
Rajasthan Patrika 16326 Dinamalar 11659
Malayala Manorama (Daily) 15999 Daily Sakal 10498
Eenadu 15848 Sandesh 10352
Prabhat Khabar 13492 Patrika 9823
Source: IRS 2017Figs in 000s (12+ Years); Urban+Rural

TOP 10 DAILIES : BY LANGUAGES
HINDI IRS 2017 ENGLISH IRS 2017 REGIONAL LANG. IRS 2017
Dainik Jagran 70377 The Times Of India 13047 Daily Thanthi 23149
Hindustan 52397 Hindustan Times 6847 Lokmat 18066
Amar Ujala 46094 The Hindu English 5300 Malayala Manorama (D) 15999
Dainik Bhaskar 45105 The Economic Times 3103 Eenadu 15848
Rajasthan Patrika 16326 Mumbai Mirror 1813 Ananda Bazar Patrika 12763
Prabhat Khabar 13492 The Indian Express 1599 Dinakaran 12083
Punjab Kesari 12232 The Telegraph 1558 Mathrubhumi 11848
Patrika 9823 The New Indian Express 1507 Gujarat Samachar 11784
Navbharat Times 7641 The Tribune 1490 Dinamalar 11659
Nai Dunia 6386 Deccan Chronicle 1389 Daily Sakal 10498
Source: IRS 2017

TOP PUBLICATIONS - REGIONAL LANGUAGES
ASSAMESE IRS 2017 BENGALI IRS 2017 GUJARATI IRS 2017
Asomiya Pratidin 2162 Ananda Bazar Patrika 12763 Gujarat Samachar 11784
Asomiya Khabar 814 Bartaman 9674 Sandesh 10352
Niyamiya Barta 782 Sangbad Pratidin 3270 Divya Bhaskar 7841
Dainik Assam 628 Ei Samay 2646 Kutch Mitra 695
Amar Asom 583 Uttar Banga Sambad 2007 Saurashtra Samachar 647
KANNADA IRS 2017 MALAYALAM IRS 2017 MARATHI IRS 2017
Vijay Karnataka 6925 Malayala Manorama 15999 Lokmat 18066
Vijayavani 6482 Mathrubhumi 11848 Daily Sakal 10498
Prajavani 6435 Deshabhimani 5406 Punya Nagari 9520
Udayavani 3098 Madhyamam 2214 Pudhari 7273
Kannada Prabha 2263 Kerala Kaumudi 1293 Loksatta 3794

TOP PUBLICATIONS - REGIONAL LANGUAGES (CONTD..)
ORIYA IRS 2017 PUNJABI IRS 2017 TAMIL IRS 2017
Sambad 6594 Jag Bani 4149 Daily Thanthi 23149
Samaja 5630 Ajit 4013 Dinakaran 12083
The Prameya 3695 Punjabi Tribune 793 Dinamalar 11659
Dharitri 3542 Punjabi Jagran 628 Maalai Malar 3074
The Samaya 1097 Sach Kahoon 293 The Hindu 2890
TELUGU IRS 2017 URDU IRS 2017
Eenadu 15848 Inquilab 778
Sakshi 9341
Roznama Rashtriya
Sahara
307
Andhra Jyothi 6354 Akbar-e-Mashriq 284
Namasthe Telangana 3196 The Munsif 228
Vaartha 672 Siasat 221

THE TOP 20 - MAGAZINES
MAGAZINES IRS 2017 MAGAZINES IRS 2017
India Today (English) 7992 Sarita (Hindi) 2958
India Today (Hindi) 7159 The Sportstar (Eng) 2937
Samanya Gyan Darpan (Hindi) 6882 Cricket Samrat (Hindi) 2920
Vanitha (Malayalam) 6126 Diamond Cricket Today (Hindi) 2809
Pratiyogita Darpan (Hindi) 5924 Grih Shobha (Hindi) 2759
Meri Saheli (Hindi) 4623 Ananda Vikatan (Tamil) 2708
Saras Salil (Hindi) 4318 Diamond Cricket Today (English) 2549
Bal Bhaskar (Hindi) 3598 Grehlakshmi (Hindi) 2469
General Knowledge Today (Eng) 3493 Jagran Josh Plus 2423
Champak (Hindi) 3336 Filmfare (Fortnightly) 2333

TOP 10 MAGAZINES : BY LANGUAGES
HINDI (in 000) Periodicity
IRS
2017
India Today (Hindi) Weekly 7159
SamanyaGyan Darpan Monthly 6882
Pratiyogita Darpan (Hindi) Monthly 5924
Meri Saheli Monthly 4623
Saras Salil Hindi Fnly 4318
Bal Bhaskar Fnly 3598
Champak (Hindi) Fnly 3336
Sarita Fnly 2958
Cricket Samrat Monthly 2920
Diamond Cricket Today
(Hindi) Monthly 2809

HINDI (in 000) Periodicity IRS 2017 ENGLISH (in 000) Periodicity IRS 2017
India Today (Hindi) Weekly 7159 India Today (English) Weekly 7992
SamanyaGyan Darpan Monthly 6882 General Knowledge Today Monthly 3493
Pratiyogita Darpan (Hindi) Monthly 5924 The Sportstar Weekly 2937
Meri Saheli Monthly 4623 Diamond Cricket Today (English) Monthly 2549
Saras Salil Hindi Fnly 4318 Filmfare (Fortnightly) Fnly 2333
Bal Bhaskar Fnly 3598 Pratiyogita Darpan (English) Monthly 1820
Champak (Hindi) Fnly 3336 Outlook English Weekly 1517
Sarita Fnly 2958 Competition Success Review Monthly 1477
Cricket Samrat Monthly 2920 Readers Digest Monthly 1354
(Hindi) Monthly 2809 Business Today Fnly 1315

HINDI Periodicity IRS 2017 ENGLISH Periodicity
IRS
2017
REGIONAL Periodicity
IRS
2017
India Today (Hindi) Weekly 7159 India Today (English) Weekly 7992 Vanitha (Malayalam) Malayalam Fnly 6126
SamanyaGyan Darpan Monthly 6882 General Knowledge Today Monthly 3493 Ananda Vikatan Tamil Weekly 2708
Pratiyogita Darpan (Hindi) Monthly 5924 The Sportstar Weekly 2937
Mathrubhumi Arogya
Masika
Malayalam Monthly 2269
Meri Saheli Monthly 4623
(English)
Monthly 2549 Kumudam Tamil Weekly 2269
Saras Salil Hindi Fnly 4318 Filmfare (Fortnightly) Fnly 2333
Mathrubhumi
Thozhilvartha
Malayalam Weekly 2235
Bal Bhaskar Fnly 3598 Pratiyogita Darpan (English) Monthly 1820 Kungumam Tamil Weekly 2172
Champak (Hindi) Fnly 3336 Outlook English Weekly 1517 Grihalakshmi Malayalam Fnly 2116
Sarita Fnly 2958 Competition Success Review Monthly 1477 Balarama Malayalam Weekly 1973
Cricket Samrat Monthly 2920 Readers Digest Monthly 1354 Manorama Thozil Veedhi Malayalam Weekly 1844
(Hindi)
Monthly 2809 Business Today Fnly 1315 Karmasangsthaan Bengali Weekly 1702

TOP MAGAZINES : REGIONAL LANGUAGES
ASSAMESE Periodicity IRS 2017 BENGALI Periodicity IRS 2017 GUJRATI Periodicity
IRS
2017
Bismoi Monthly 516 Karmasangsthaan Weekly 1702 Abhiyaan Weekly 284
Nandini Monthly 513 Karmakshetra Weekly 1319
Chitralekha
(Gujarati)
Weekly 272
Priyo Sakhi Monthly 410 Sananda Fnly 1287
Grih Shobha
(Gujarati)
Monthly 236
Prantik Fnly 334 Saptahik Bartaman Weekly 937 Maari Saheli Monthly 134
Sadin Weekly 236 Anandalok Fnly 890
KANNADA Periodicity IRS 2017 MALAYALAM Periodicity IRS 2017 ORIYA Periodicity
IRS
2017
Sudha Weekly 1307
Vanitha
(Malayalam)
Fnly 6126 Nijukti Khabar Weekly 576
Taranga Weekly 1077
Mathrubhumi Arogya
Masika
Monthly 2269
Grih Shobha
(Kan)
Monthly 441
Mathrubhumi
Thozhilvartha
Weekly 2235
Mayura Monthly 374 Grihalakshmi Fnly 2116
Roopatara Monthly 305 Balarama Weekly 1973
Figs in 000s (12+ Years); Urban+Rural

TOP MAGAZINES : REGIONAL LANGUAGES
MARATHI
Periodicit
y
IRS 2017 TAMIL Periodicity IRS 2017
Grihashobhik
a
Monthly 572
Ananda
Vikatan
Weekly 2708
Noukari
Sandarbha
Weekly 538 Kumudam Weekly 2269
Saptahik
Sakal
Weekly 505 Kungumam Weekly 2172
Chitralekha Weekly 369
Puthiya
Thalaimurai
Weekly 1623
Tanishka Monthly 319 Aval Vikatan Fnly 1104
TELUGU Periodicity IRS 2017
Swati Sapari Vara Patrika Weekly 1098
Swati Monthly 939
Annadata Monthly 507
Navya Weekly 384
Bala Bharatham Monthly 288

CINEMA PENETRATION
Source: IRS 2017

Types Of Cinema Advertising
On - Screen Off - Screen
• Static / mute slide
• Audio slide
• Ad film
• Arch gate
• Signage at entrance, ticket counter
• Seat branding
• Cut-outs
• Standees
• Ticket jackets
• Flyers and pamphlets
• Branding in elevators, washrooms, snack
counters
• Kiosk activation / product display /
product sampling to give the patrons a
chance to see, feel and experience the
brand
• Façade hoarding
• Backlits
• Parking

Screen Type
Single
Screen
6300
Multiple
Screen
3700
Total
10000

Cinema Chain
PVR
• 644
Carnival
• 392
Inox
• 491
Cinepolis
• 337
Others
• 8100

Zone Wise Cinema Screen
All India
• 10000
South
• 4700
North
• 1850
West
• 2200
East
• 1250

CINEMA : TOP 10 CITIES Southern markets’ love for cinema
continues
Cinema Cities IRS 2017 NCCS A NCCS B NCCS C NCCS D E
Mumbai UA 10% 18% 7% 4%
Chennai UA 17% 21% 15% 13%
Bangalore UA 14% 19% 13% 10%
Hyderabad UA 16% 22% 16% 11% 10%
Delhi UA 7% 11% 3%
Kolkata UA 4% 9% 4% 2%
Surat UA 10% 25% 7%
Ahmedabad UA 7% 12% 6%
Pune UA 9% 14% 6% 5%
Visakhapatnam
(GVMC)
24% 33% 26% 18%

RADIO PENETRATION
Source: IRS 2017

RADIO : THE TOP 10 Cities : M/F & NCCS At a city level it is
even higher level of listenership
Radio City Males Females NCCS A NCCS B NCCS C NCCS D/E
Delhi UA 45% 53% 36% 55% 38% 33% 32%
Mumbai UA 35% 41% 28% 44% 33% 28% 22%
Kolkata UA 37% 41% 32% 50% 41% 32% 27%
Bangalore UA 44% 47% 40% 51% 46% 37% 32%
Chennai UA 43% 48% 39% 50% 42% 33% 36%
Pune UA 45% 50% 40% 53% 42% 39% 39%
Hyderabad UA 27% 32% 21% 34% 27% 20% 22%
Ahmedabad UA 31% 35% 25% 39% 27% 26% 24%
Lucknow UA 57% 68% 45% 66% 57% 49% 42%
Kanpur UA 53% 61% 44% 58% 48% 54% 49%
Source: IRS 2017

RADIO : THE TOP 10 CITIES : LOWER AGE GROUPS SHOW A
HIGHER INDEX
Radio City 12 to 15 16 to 19 20 to 29 30 to 39 40 to 49 50+
Delhi UA 45% 51% 57% 49% 44% 44% 30%
Mumbai UA 35% 45% 42% 38% 36% 31% 25%
Kolkata UA 37% 49% 52% 44% 36% 33% 25%
Bangalore UA 44% 47% 49% 47% 46% 42% 35%
Chennai UA 43% 51% 59% 51% 43% 40% 30%
Pune UA 45% 57% 55% 49% 47% 41% 33%
Hyderabad UA 27% 32% 40% 31% 27% 21% 17%
Ahmedabad UA 31% 40% 40% 34% 31% 31% 19%
Lucknow UA 57% 67% 76% 63% 58% 47% 41%
Kanpur UA 53% 65% 76% 61% 52% 50% 30%
Source: IRS 2017

TOP 10 FM STATION IN INDIA
Big F.M 92.7
Red F.M 93.5
Radio Mirchi 98.3
Radio One 94.3
Fever 104
Oye F.M104.8
Radio City 91.1
Suryan F.M 93.5
Friends F.M 91.9
Vividh Bharti

Most Preferred Outdoor Advertising Media formats in India

LIT/ NON LIT
FRONT
LIT
NON
LIT
BACK
LIT

Facts & Figures
Mumbai
26%
Bangalore
11%
Delhi
22%
Chennai
6%
Hyderabad
9%
Kolkata
7%
others
19%
Cities that contribute the most to OOH Advertising
Source : Group M KPMG Analysis

Facts & Figures CurrentScenario
Billboards 50%
Street Furniture 29%
Transit Media 19%
Alternate Media 2%
OOH Segment Share %

Role/Advantages of OOH Media
Task of OOH - Awareness, Hype, Noise, Re-assure, Direct, Noise, Big Brand, Impact
38 54
55
4
43
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Mumbai
Bangalore
Contribution to awareness
Outdoor TV GRP Print GRP
Study on Impact of Media on Awareness (30 brands)
• ROLE
• To announce product launch or anything new about product /
services
• To remind people of the brand’s existence
• To create quick awareness
• To create impact
• To help / facilitate sale
• Advantages
• Helps build reach & frequency over time
• 24 x 7
• Larger than life imagery
• Non Intrusive
• Localised content / language / message
• Non – skipable
• High impact when used in sync with other media
• Can be cost effective if planned well
OOH has the 2nd highest Impact on Awareness
after TV

Media
Reach
TV
OOH
PrintRadio
Internet
Media
Reach
TV
OOH
PrintRadio
Internet
Media reach
86%
76%
68%18%
17%
88%
80%
74%17%
13%
OOH is the 2nd most seen medium after TV.
OOH is the 2nd most seen medium after TV.
Source – TGI
18-29yrs, AB, M/F 30-44yrs, AB, M/F

Educational institutes/ residential areas
Malls Multiplex
Shopping areas
Junctions / major arterial roads / traffic signals
Transit points like Airport, railway, metro,
auto, bus stand
Corporate office hubs / residential areas
Malls Multiplex
Shopping areas
Junctions / major arterial roads / traffic signals
Media reach
Source – TGI
Transit points like Airport,railway, metro,
auto, bus stand

Source – TGI
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Various OOH - Media reach

Most frequented hotspots
Source – TGI
SHOPPING MALLS 45%
CINEMA HALLS/MUTIPLEX 42%
ICE CREAM PARLOURS 41%
EATING OUT IN RESTAURANTS 41%
FAST FOOD RESTAURANTS 37%
PIZZA JOINTS 23%
COFFEE SHOPS 19%
SHOPPING MALLS 43%
EATING OUT IN RESTAURANTS 40%
ICE CREAM PARLOURS 40%
CINEMA HALLS/MUTIPLEX 39%
FAST FOOD RESTAURANTS 35%
PIZZA JOINTS 19%
COFFEE SHOPS 17%

Internet Penetration by country

Countries with Fastest internet

Mobile Internet Speed Across India

Platform – Wise Users : India

Most Engaging Social Media Content

Growth in smartphone Adoption: India

Smartphone Market Share: Global

Smartphone Market Share: India

Feature Phone Market Share: India

Instagram Demographics : India

Number of online shoppers: India

Top Categories for online Purchasers in India

Top Music Streaming Apps In India

An Overview of the Mass Media Scenario in India & Current Indian demographic

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