Dentistry Readership & Non-Journal Media Study

by Client Services

Kantar Media’s 2013 Dentistry Readership study is designed to provide an unbiased evaluation of publication readership and to furnish data that will assist publishers, editors, advertising and marketing personnel with evaluating dentistry publications.

Kantar Media measures what dentists read and how they read to provide an estimate of their engagement with publication content, and probability of ad page exposure. These metrics are based on the fact that some dentists are more thorough readers than others, and that all dentists read specific journals more frequently or thoroughly than others. Kantar Media uses these data to measure Average Page Exposure to predict the probability of a dentist's exposure to an average ad or editorial page in an average issue of a publication.

What insights are available?

Dental publication readership data.

• See how frequently and thoroughly dentists read professional publications in both digital and print formats.
• Find out the probability of ad page exposure in a particular publication.
• Evaluate publication performance using the most trusted, stable, projectable data available in the healthcare market.

How is data collected?

Dentistry Readership data were gathered via online survey between February 2013 and May 2013. A portion of the sample received an invitation to an online survey in late-February and a reminder one week later, while other portions of the sample received an initial email invitation in late-March or late-April (with corresponding reminder emails one week later).

What’s new in 2013?

This year's sample was collected entirely via online survey, allowing for greater flexibility with survey design.

The study was expanded to better document how this group of healthcare professionals reads different versions of specific publications. For each publication respondents read, they were asked to specify which version(s) they read: print/paper, app for smartphone/tablet or electronic issue.

All publications are now rated on six different qualitative factors to give  study users further insight into how dentists value each publication. Further, we added a question that asked what actions dentists took after reading each publication.

For more information on how to get full access to the study, contact us.