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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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Boeing appoints Barun as head of FP&A for global engineering function

Seasoned finance leader to steer budgets and strategy across global centres

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BENGALURU: Boeing’s finance cockpit has a new pilot, and he is no stranger to turbulence or transformation. Boeing has appointed Barun as head of FP&A for global engineering, placing him at the centre of financial strategy for its worldwide engineering and technology operations.

Based in Bengaluru, Barun steps into a role that is as expansive as it is critical. He will serve as the primary finance lead for Boeing’s Engineering and Technology Centers globally, working closely with executive leadership to shape financial decisions, manage complex budgets, and design scalable finance processes that support the company’s growing engineering footprint.

In a note announcing his move Barun said, “I’m excited to share that I’ve joined Boeing Global Engineering. This opportunity is incredibly meaningful to me not just from a professional standpoint, but also for what Boeing represents globally.” He added that he looks forward to contributing to an organisation that continues to shape the future of aerospace and innovation.

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Barun’s mandate spans strategic financial leadership, operational oversight, and stakeholder engagement. From directing large-scale budgets and schedules to influencing long-term organisational goals, the role blends financial discipline with business foresight. He will also lead cross-functional teams and partner with finance colleagues worldwide to support engineering programmes across geographies, including India.

The appointment caps a long stint at Juniper Networks, where Barun spent over a decade, most recently as finance senior manager. There, he led FP&A for global product business units and G&A functions, driving budgeting, forecasting, and long-range planning. He also played a key role in enterprise-wide transformation, including spearheading an Oracle to SAP ERP migration and building advanced analytics capabilities using tools such as Tableau and SAP Analytics Cloud.

His earlier career includes finance leadership roles at Sony India Software Centre, Cognizant Technology Solutions, and Mphasis, where he focused on financial planning, governance frameworks, and operational efficiency across global delivery centres.

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A chartered accountant from the Institute of Chartered Accountants of India, Barun brings nearly two decades of experience across financial planning, digital transformation, and analytics-led decision making.

His appointment comes at a time when global engineering operations are becoming increasingly complex and distributed, requiring sharper financial oversight and agile planning. With Barun at the helm of FP&A for engineering, Boeing appears to be tightening its financial playbook as it looks to scale innovation with discipline.

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