Survey says India Today most widely read magazine, India Today Hindi No. 2, Business Today No. 1 business magazine in India
The most awaited Indian Readership Survey 2017 has been released. The result of the survey has put a mark of approval on the credibility and popularity of India Today publications.
As per the survey, India Today and India Today Hindi magazines have taken the first and second spot among the country's top ten magazines. Apart from this Business Today has been announced the number one business magazine in the country.
The Readership Studies Council of India (RSCI) and Media Research Users Council of India (MRUC) conducted an extensive survey on a sample of 3, 20,000 households. The organisations unanimously claimed that it was the biggest sample size surveyed for any readership study in the world.
The large sample size was backed by meticulously designed methodology. One person from every household was interviewed as part of the survey.
Commenting on the feat, Chairman of MRUC and CEO (South Asia) of Dentsu Aegis Networks said that the survey showed that India Today brand is still trusted like old days and that that it has succeeded in adding more readers over the years.
"The methodology deployed to capture data quarter-on-quarter was best for a study of this scale and kind. The focus on quality control makes this report a reliable and trustworthy one and this survey kind of confirms the current market reality," said Shashi Sinha, Managing Committee Chairman and CEO, IPG Media brands.
The 2014 readership survey was mired in controversies after many industry members raised objections. However, it took the researching organisations nearly four years to inculcate all the objections that were raised and issue a detailed report in 2017.
The survey covered 26 states out of 29 in 16 months and profile of every house hold was covered.
According to NP Sathyamurthy, Chairman-RSCI Technical Committee and Executive Director, DD Mudra Group, absence of readership data for four years meant that they had to work in line with the market expectations.
Report is overall very positive for Media Industry. In last four years dailies have added 11 crore new readers. Now there are 40.7 crore newspapers readers and 7.8 crore read magazines.