The Hindu continues to be the most popular English language daily newspaper in south India, staying ahead of competitors by a huge margin, according to just-released findings of the Indian Readership Survey (IRS). According to IRS 2012 fourth quarter figures, it also retains its position at the national level with a readership figure of 21.64 lakh.

The daily continues to dominate the south Indian market with an Average Issue Readership (AIR) figure of 18.21 lakh. It has a clear lead over competitors in major cities of Tamil Nadu and a good lead over competitors in Andhra Pradesh and Kerala. It has registered a growth of 6.8 per cent and 4.9 per cent in Visakhapatnam and Bangalore respectively.

The Hindu continues to dominate the Chennai market with a readership of 5.13 lakh, its figure adding up to more than the cumulative figures of the other English dailies.

It has also made impressive strides in the National Capital Region.

The IRS is conducted by the Media Research Users’ Council, a registered, not-for-profit body with its members drawn from advertisers, advertising agencies, publishers, and broadcast and other media. It is based on an internationally accepted annual sample spread.

The IRS is the world’s largest continuous readership research study with an annual sample size exceeding 2.5 lakh respondents.

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