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Super Bowl scores for advertisers: Ipsos-ASI

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indiantelevision.com’s Media, Advertising & Marketing Watch
 
Super Bowl scores for advertisers: Ipsos-ASI
 
The Indiantelevision.com Team

(29 January 2003 4:00 pm)

 
CONNECTICUT, US: Research conducted 24 hours after Tampa Bay’s decisive win over Oakland last Sunday showed that Super Bowl XXXVII far exceeded other football games tested as a vehicle for memorable advertising to the hard-to-reach male audience. The finding is contained in a study by global advertising research firm, Ipsos-ASI.
 
 

The company claims to have tested more than 25,000 commercials since it was founded in 1962. It found that male television viewers were three times more likely to report having watched all the advertisements in a given quarter of the Super Bowl game (compared to men watching college bowl games or the AFC Championship game). They were able to remember up to four times as many advertisements aired during the Super Bowl than other championship games.

The Ipsos-ASI results are based on interviews comparing advertisement recall among men watching the Super Bowl with advertisement recall among men who watched the AFC Conference title game or a college football bowl game (the Fiesta Bowl or the Rose Bowl). This year, the company found that 37 per cent of the audience reported to have watched all of the 60-or so paid ads in any given quarter during the Super Bowl.

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Ipsos-ASI conducted interviews via telephone with 1,200 adult males this month. Findings included>

– 87 per cent could remember without prompting the name of at least one of the advertisers in the Super Bowl

– The average viewer could remember unaided 3.5 advertisers in the Super Bowl (up from 3.2 advertisers during the 2002 Super Bowl game)

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– 48 per cent of those surveyed claimed to have watched all the ads during the Super Bowl halftime show – up from 40 per cent in 2002.

– Budweiser and Pepsi fared the best during the Super Bowl. More than 66 per cent of the audience could remember advertising for Budweiser, and 44 per cent remembered ads for Pepsi. Ads from these two companies also fared best in 2002.

Meanwhile ESPN provided live coverage of the event Super Bowl XXXVII on 26 January to more than 140 countries and territories throughout the world. ESPN televised the event throughout Latin America, the Middle East, Africa, Asia, and the Pacific Rim. Commentary and analysis was provided in English, Spanish, Portuguese, Mandarin, Cantonese, and Hindi.

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Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal

Tax authorities flag alleged misclassification of restaurant services

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MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.

The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.

The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.

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In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.

The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.

Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.

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The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.

The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.

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