Whos 1 Observations on promotional claims by publishers
Kantar Media Healthcare Research audience measurement studies document journal readership, mobile and website usage and other media behaviors across a range of HCP audiences, including physicians, NPs and PAs, pharmacists, eyecare professionals, hospital executives and others.Because these are independent, syndicated studies, all clients have access to the same data. Advertiser and agency clients can analyze certain metrics to strengthen their campaigns. Publishers can find success stories through the data and use these in their sales and marketing efforts.
We require that publishers making promotional claims using Kantar Media data do so in ways that are not misleading, that footnote the specific study and tables from which the claim is derived, and – to insure accuracy ‐ get our approval on their promotional material prior to distribution. While publishers generally abide by these guidelines, occasionally a non‐approved piece gets into circulation that requires a clarification or correction.
So how can more than one publication claim to be "#1" or several websites position themselves as “market leader?”
One of the benefits of Kantar Media studies is the depth and breadth of data available, which allows users to look broadly at a specialty or market and the overall media habits of that audience; but also allows for more granular analysis and profiling focused on a segment of that market (say, retail pharmacists rather than pharmacists in general, or high‐prescribing office‐based cardiologists rather than all cardiologists).
Similarly, there are a variety of audience measurement metrics, which serve different purposes in evaluating media properties and developing effective ad programs. For example, if an advertiser’s campaign objective is to reach as much of an audience in as short a time period as possible, then “Total Reader/User” metrics across print and digital platforms may be important to consider; “Average Issue Reader” data is useful for evaluating the audience for a print ad program over time. Conversely, if the objective is to maximize frequency of exposure, then the “Exposure” metric will be useful to view. A qualitative measure around website usage can provide insight to help understand why a particular site had higher usage than another or be a better fit for a particular promotional message.
There are many ways to interpret and apply this data, and as a result we don’t always have a clear “leader.” A publication might be #1 in “Average Issue Readers” relative to the “Total Sample” but an entirely different journal takes first place within “Specialty/Title Segment Readers” or “Average Page Exposure” metrics. (In this case, both publications could make valid claims to being market leaders – as long as they were transparent and accurate about the basis for their claim.) In the end, the value of a particular audience target or media consumption metric is going to depend on the unique data needs of an individual user at a given point in time.