MAM
Women more interested in TVCs than Superbowl : Survey
VIRGINIA: comScore Networks which claims to be the standard in Internet behavioural measurement, has reported an analysis of consumer behaviour associated with Super Bowl XXXVII. The analysis revealed that several marketers who invested in Super Bowl television advertising drew significantly higher audiences to their respective Web sites not only on game day, but also on the following Monday as consumers compared notes on favourite commercials and the brands that produced them.
The survey also revealed that women are particularly interested in the ads. Nearly one in six respondents to a US online survey conducted by comScore were more interested in the ads than the game, while about half were equally interested in both the game and the ads. Interestingly, women accounted for three of every four respondents who were more interested in the ads than the game.
Highlighting an opportunity for integrated cross-media promotion, approximately one-third of respondents reported using the Internet just before, after or during the game. Previous comScore analysis had reported that nearly 50 per cent of US at-home Internet users have a television and PC in the same room.
A number of television advertisers’ Web sites posted dramatic increases in the number of visitors within minutes of the actual television advertisement airing. For instance Warner Bros ran one ad for The Matrix sequels and one for Terminator 3. Traffic jumped to more than 300 per cent at their respective sites.
While a great many people visited Super Bowl advertiser Web sites during the game, the highest traffic levels to these sites occurred the Monday after, when Web users at home and work resumed their regular weekday surfing routines. This would appear to indicate that word of mouth advertising played a key role in increasing interest in the advertised products and services – and that the Internet played a key role in satisfying consumers’ needs.
When it came to favourite TVCs, survey respondents most often picked Budweiser’s football-playing Clydesdales and Bud Light’s beer drinking clown. Levi’s bison stampede and Pepsi Twist’s Ozzie Osbourne commercials were among respondents’ least favourite ads.
Brands
Sapphire Foods FY26 revenue rises to Rs 3,125 crore, posts loss
Q4 revenue at Rs 792 crore, FY26 loss at Rs 32 crore amid cost pressures.
MUMBAI: If growth is on the menu, profitability seems to have taken a brief detour. Sapphire Foods India reported a steady rise in topline for FY26, even as rising costs weighed on profitability. Revenue from operations grew to Rs 3,125 crore for the year ended March 31, 2026, up from Rs 2,882 crore in FY25. However, the company swung to a loss, reporting a net loss of Rs 32 crore for FY26, compared to a profit of Rs 17 crore in the previous year. Total income for the year stood at Rs 3,153 crore, while total expenses climbed to Rs 3,167 crore, reflecting pressure across key cost heads.
In the March quarter, revenue came in at Rs 792 crore, compared to Rs 711 crore in the same period last year. The company reported a quarterly net loss of Rs 13 crore, against a profit of Rs 2 crore a year earlier.
Cost pressures remained visible across operations. Material costs rose to Rs 995 crore for FY26, while employee expenses increased to Rs 428 crore. Other expenses, the largest component, stood at Rs 1,229 crore, underscoring the impact of store operations and expansion-related spends.
Depreciation and amortisation expenses also climbed to Rs 392 crore for the year, reflecting continued investments in store infrastructure and growth.
At the operating level, the company reported a loss before tax of Rs 37 crore for FY26, compared to a profit of Rs 23 crore in FY25. Exceptional items added Rs 24 crore to the cost burden during the year.
On the balance sheet, total assets rose to Rs 3,256 crore as of March 31, 2026, up from Rs 3,041 crore a year earlier, indicating ongoing expansion. Net worth stood at Rs 1,389 crore.
Despite profitability pressures, operating cash flow remained resilient at Rs 507 crore, highlighting underlying business strength and demand stability.
The numbers paint a familiar picture in the quick-service restaurant space, growth continues to be served hot, but margins are still finding their footing.
