IRS 2011 Q2: Sports magazines see a slide in readership
Cricket content continues to drive the overall market for sports magazines. However, the genre has lost 2.63 lakh readers in the last two years.
Cricket Samrat leads among the top fiver sports magazines in the country with an AIR of 12.13 lakh in 2011 Q2, up 12 percent over an AIR of 10.87 lakh in 2010 Q2.
Hindi Magazine Diamond Cricket Today at No. 2 gained 19% readers last year and 23 percent over two years – from an AIR of 4.21 in 2009 R1 to an AIR of 5.19 in 2011 Q2.
English magazine Diamond Cricket ranking third, The Sportstar on the fourth place and Matrubhumi Sports on the fifth spot are all losing readers consistently.
Diamond Cricket (English) has been losing consistently from an AIR of 3.78 in 2009 R1 to AIR of 2.92 lakh in 2010 Q2 to an AIR of 2.65 lakh in 2011 Q2.
The Sportstar witnessed a decline of 18 percent over the year and registered an AIR of 2.10 lakh in 2011 Q2.
Mathrubhumi with 53 percent loss has been the highest debtor in sports genre – falling from 4.14 lakh readers in 2009 R1 against 1.94 lakh readers in 2011 Q2.
