In comparison, Hindi and regional dailies have fallen in terms of their average issue readership, touching 6.7 per cent and 8.1 per cent for the period under review. In Q1, their average issue readership was 7.1 per cent and 8.4 per cent. While in 2017, it was 7.2 per cent and 8.7 per cent respectively.
“The findings of IRS 2019 Q2 gives us a clear picture of the reality – that digital is on a roll and continues to grow at a faster pace," said Ashish Bhasin, CEO, Greater South Asia, Dentsu Aegis Network, who is also chairman, MRUC.
"Print readership remains stable and media houses will have to harness the power of the two to derive maximum mileage,” he said.