MAM
US consumer multitasking putting pressure on marketers searching for ad ROI
MUMBAI: There was a time about a year or two ago, when the US advertisers’ biggest obstacle to increase ROI was consumers’ simultaneous consumption of media.
The latest Simultaneous Media Survey (SIMM VI) of 14,000 Americans from BIGresearch details a new hurdle for advertisers — multitasking. This refers to the engagement in other non-media activities while consuming media. The numbers are large.
The 25-34 year olds are most likely to engage in multi-tasking when using electronic media (TV, Radio, Internet) with almost 70 per cent saying that they do so regularly or occasionally. The 55+ age group multitasks the least but like the 25-34 year olds are most likely to do so when using electronic media, 60 per cent say that they multitask regularly or occasionally using TV.
69.3 per cent of the consumers 18+ surveyed say that they multitask when they are online. 40 per cent multitask while reading a newspaper. The figure is similar for magazines. For radio and television the figure shoots up to nearly 70 per cent.
The study states that it is apparent that multitasking and simultaneous media consumption creates competition for the same time and space [sic] attention. Media may be relegated to the background when consumers multitask e.g. talking on the phone. When they simultaneously consume media, one of the media can morph into the background and back to the foreground intermittently.
That is why understanding which media have the greatest influence on purchasing various merchandise categories becomes a key determinant for marketing ROI in today’s complex media environment in America.
BIGresearch is a market intelligence firm providing analysis of consumer behavior in areas of retail, financial services, automotive, and media. The syndicated Simultaneous Media Usage Survey (SIMM) monitors more than 10,000 consumers twice each year to identify opportunities in a fragmented and changing marketplace including the media.
BIGresearch’s methodology provides the most accurate consumer information in the industry with a margin of error of one per cent.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI:Â 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.
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.
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.
