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1 1
ADVERTISING RECALL IN 2013
FRANCE – THE UK – GERMANY – ITALY – SPAIN
OVERALL ASSESSMENT
bio'sat 14 chemin prof Depéret 69160 Tassin France tel 33 472 383 686 www.biosat-survey.com
ANNUAL AD TRACKING
WESTERN EUROPE 2013
2 2
TECHNICAL REMINDER
This document presents a compilation of our veterinary advertising impact tracking
during the year 2013 .
Vetflash is an online omnibus monthly carried out among practitioners specialized in
the treatments of pets or spending a large proportion of their time treating pets.
The spontaneous responses were obtained via our online access-panel Vetflash from a
geographically representative sample of predominantly canine vets.
Sample :
France: 120 vets
Germany, the UK, Italy and Spain: 100 vets per country
3 3
ANNUAL AD TRACKING
(FRANCE)
9%
23% 25%
7% 6% 1% 4%
4% 6%
13%
3% 4%
6% 3%
22%
35%
28%
35%
32%
24%
13% 11%
2%
18%
27% 26%
11%
27% 24%
7%
10%
4%
37%
26%
13%
8% 7% 5% 6%
1%
3%
3%
4%
40%
23%
21%
38%
0%
5%
10%
15%
20%
25%
30%
35%
40%
January February March April May June July September October November December
5 main products spontaneously mentioned in 2013 Cardalis
Comfortis
Frontline
Metacam
Semintra
Comfortis 9%
Frontline 7%
Semintra 5%
Metacam 5%
Cardalis 4% Revitacam
4% Certifect 4%
Advantix 4%
Activyl 3%
Others 55%
Annual share of voice in 2013
Reminder question: During the last month, for which products for cats and dogs do you remember having seen advertisements ?
4 4
4%
22%
13%
15% 12%
8%
2%
6%
1% 1%
11%
16% 20%
20%
3% 5%
2% 3%
11% 14%
17%
18%
5% 10%
16%
4%
1% 1%
4%
6%
3%
22%
35%
28%
35%
32%
24%
13% 11%
2%
18%
27% 26%
11%
27% 24%
7%
10%
4% 4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
January February March April May June July September October November December
Monthly scores of main products mentioned in 2013
Activyl
Advantix
Certifect
Comfortis
Frontline
9%
23% 25%
7% 6% 1%
4% 6%
13%
3%
4% 2% 2%
10% 13%
10%
5% 8%
2% 2% 4%
17%
27%
18%
21% 21%
6% 4%
14%
10%
3%
5%
40%
23%
21%
38%
0%
5%
10%
15%
20%
25%
30%
35%
40%
January February March April May June July September October November December
Cardalis
Milbemax
Oncept
Pexion
Semintra
11% 8%
4% 2% 3% 2% 2% 3%
37%
26%
8%
7%
5% 6%
1%
3% 3%
4%
21%
28%
14%
1%
12%
8%
6%
2%
17%
9%
4% 1%
6%
19%
7%
2% 0%
5%
10%
15%
20%
25%
30%
35%
40%
January February March April May June July September October November December
Cimalgex
Metacam
Revitacam
Trocoxil
ECTOPARASITICIDES
NSAIDs
OTHERS
ANNUAL AD TRACKING
(FRANCE)
5 5
5%
12% 10%
4%
8%
11%
10%
16%
14%
6%
20% 18% 21%
18% 19%
15%
21%
18%
11%
17%
30%
18%
15%
9%
11%
36%
17% 18%
3%
15% 13%
11%
14%
10%
5% 1% 2% 0%
5%
10%
15%
20%
25%
30%
35%
40%
January February March April May June July September October November
5 main products spontaneously mentioned in 2013 Comfortis
Frontline
Pexion
Semintra
Seresto
Frontline 9%
Pexion 5%
Comfortis 5%
Seresto 4%
Semintra 3% Activyl
3% Cardalis 3%
Royal Canin 3%
Veraflox 3%
Profender 2%
others 60%
Annual share of voice in 2013
Reminder question: During the last month, for which products for cats and dogs do you remember having seen advertisements ?
ANNUAL AD TRACKING
(GERMANY)
6 6
4% 2% 2% 2%
3% 7%
10% 6% 6%
4% 7%
12% 7%
6% 8%
3% 2%
3% 0%
5%
10%
15%
20%
25%
30%
35%
40%
January February March April May June July September October December
Milbemax
Profender
5%
14% 12%
4%
6% 6% 10% 5% 12% 10%
4% 8%
11% 10% 14%
6%
20% 18% 21%
18% 19% 15%
21% 16%
18%
11%
3%
15% 13% 11%
14%
10% 5% 1% 2% 0%
5%
10%
15%
20%
25%
30%
35%
40%
January February March April May June July September October December
Monthly scores of main products mentioned in 2013
Activyl
Comfortis
Frontline
Seresto
3% 1%
3% 6% 2%
4% 2%
2%
6% 6% 5% 7% 8% 5%
2%
3% 4%
4% 0%
5%
10%
15%
20%
25%
30%
35%
40%
January February March April May June July September October December
Cimalgex
Metacam
15% 15%
3% 3%
6%
1% 3%
3%
7%
3%
17%
30%
18%
15%
9% 11%
6% 5%
9% 6% 7% 6% 5% 4%
2%
7%
36%
17% 18%
7% 2%
1% 2%
4% 4%
12% 11%
0%
5%
10%
15%
20%
25%
30%
35%
40%
January February March April May June July September October December
Cardalis
Pexion
Royal Canin
Semintra
Veraflox
OTHERS
WORMERS
NSAIDs
ECTOPARASITICIDES
ANNUAL AD TRACKING
(GERMANY)
7 7
28%
40%
30%
18%
21% 23%
31%
19%
24%
3% 3%
16% 16% 10% 11% 10%
18%
17%
14%
8%
3%
9%
4% 5%
24% 23%
20% 22% 19%
37%
25%
29% 30%
27%
20% 17%
9%
21%
40%
33%
13%
18%
9% 6%
12%
9%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
January February April May June July September October December
6 main products spontaneously mentioned in 2013 Advocate
Comfortis
Drontal
Metacam
Pexion
Vetmedin
Advocate 11%
Metacam 10%
Vetmedin 7%
Pexion 7% Drontal
4% Comfortis
4%
Cardalis 4%
Semintra 4%
Others 49%
Annual share of voice in 2013
Reminder question: During the last month, for which products for cats and dogs do you remember having seen advertisements ?
ANNUAL AD TRACKING
(THE UK)
8 8
3% 3%
16% 18% 16%
10%
6%
11%
5%
15% 10% 9% 7%
4% 4% 1% 1% 0%
5%
10%
15%
20%
25%
30%
35%
40%
January February April May June July September October December
Comfortis
Frontline
5% 8%
1%
9%
7% 3%
24%
23% 20% 22% 19%
37%
25% 29%
21% 15%
6% 8% 9%
7% 3%
8% 10%
2% 2% 4%
11%
17%
7% 8%
6% 3%
4% 6%
13% 11%
6% 5%
8%
0%
5%
10%
15%
20%
25%
30%
35%
40%
January February April May June July September October December
Monthly scores of main products mentioned in 2013
Cimalgex
Metacam
Onsior
Previcox
Trocoxil
11% 12%
12% 10% 7%
8%
3% 9% 8%
40% 33%
16% 13% 18%
9% 6%
12% 9%
0%
5%
10%
15%
20%
25%
30%
35%
40%
January February April May June July September October December
Cardalis
Vetmedin
28%
40%
30%
18% 21%
23%
31%
19% 24%
10%
18% 17% 14%
8% 3%
9%
4% 5%
12% 10%
6%
27%
19% 20% 17%
9%
21% 20%
28% 31%
3% 7% 6% 6%
2%
1%
12% 6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
January February April May June July September October December
Advocate
Drontal
Nobivac
Pexion
Semintra
Veraflox
NSAIDs
OTHERS
CARDIOLOGY
ECTOPARASITICIDES
ANNUAL AD TRACKING
(THE UK)
9 9
9%
18%
8%
6% 6%
3%
15%
34%
40%
19% 15%
18%
21%
27% 27%
21%
17%
8% 11%
11% 12%
4% 1%
4%
12%
22%
19%
10%
5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
January March April July October December
5 main products spontaneously mentioned in 2013 Activyl
Advantix
Frontline
Scalibor
Seresto
Advantix 10%
Frontline 10%
Seresto 6%
Activyl 4%
Scalibor 4%
Onsior 3%
Veraflox 3%
Canileish 3%
Semintra 2%
Others 55%
Annual share of voice in 2013
Reminder question: During the last month, for which products for cats and dogs do you remember having seen advertisements ?
ANNUAL AD TRACKING
(ITALY)
10 10
18%
8% 6% 6%
3%
8%
34%
40%
19%
15%
5% 4% 4% 1%
10%
4%
18%
21%
27% 27%
21%
17%
11%
11% 12%
4%
1%
4%
12%
22% 19%
5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
January March April July October December
Monthly scores of main products mentioned in 2013
Activyl
Advantix
Comfortis
Frontline
Scalibor
Seresto
6% 8% 9%
5%
1% 2%
9%
4%
9%
1% 5% 4%
6%
15% 14% 15% 16%
4% 6%
7%
10%
5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
January March April July October December
Canileish
Cardotek
Fortekor
Guardian
Semintra
Veraflox
7% 6% 6% 11%
5%
5% 3% 4% 4%
7%
2%
1% 6%
3% 3% 2% 4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
January March April July October December
Onsior
Previcox
Trocoxil
NSAIDs
OTHERS
ECTOPARASITICIDES
ANNUAL AD TRACKING
(ITALY)
11 11
5%
12%
64%
48%
29% 26%
17%
5%
29% 25%
18%
13% 14%
6% 6%
15% 11%
7% 10%
8% 9% 9%
3% 6% 6%
9%
2%
9% 10%
16%
0%
10%
20%
30%
40%
50%
60%
January March June July September October December
5 main products spontaneously mentioned in 2013 Advantix
Frontline
Scalibor
Royal Canin
Recuvyra
Advantix 18%
Frontline 10%
Scalibor 6%
Royal Canin
5% Recuvyra
4% Comfortis
4% Advance
4%
Cardalis 3%
Semintra 3%
Others 43%
Annual share of voice in 2013
Reminder question: During the last month, for which products for cats and dogs do you remember having seen advertisements ?
ANNUAL AD TRACKING
(SPAIN)
12 12
4%
12%
1% 4% 6%
5% 8%
9%
9% 3% 6% 7% 6% 9%
0%
10%
20%
30%
40%
50%
60%
70%
January March June July September October December
Advance
Royal Canin
1% 1% 1% 5%
12%
64%
48%
29% 26% 17%
7% 10% 4% 4%
8% 6% 6% 5%
29% 25%
18% 13%
14%
14%
2% 3% 4% 6% 6%
15% 11%
7% 10% 8%
0%
10%
20%
30%
40%
50%
60%
70%
January March June July September October December
Monthly scores of main products mentioned in 2013
Activyl
Advantix
Comfortis
Frontline
Procox
Scalibor
8%
14%
2% 5%
1%
2% 2%
12%
7% 1% 0%
10%
20%
30%
40%
50%
60%
70%
January March June July September October December
Cardalis
Vetmedin
7% 7% 2%
2% 2% 2%
9% 10% 16% 9% 7%
0%
10%
20%
30%
40%
50%
60%
70%
January March June July September October December
Pexion
Recuvyra
Semintra
OTHERS
FOOD
CARDIOLOGY
ECTOPARASITICIDES
ANNUAL AD TRACKING
(SPAIN)