MAM
Nielsen’s revised ratings system for NY gets thumbs down
MUMBAI: The efforts undertaken by Nielsen Media Research to change the way it measures television ratings in New York City have been dealt a setback by a leading industry association – the Media Rating Council (MRC) – that audits ratings services.
According to a media report, MRC declined to accredit the new system, using what are known as local people meters, until Nielsen addresses unspecified “noncompliance and performance issues” that turned up in an audit by Ernst and Young.
One media report however said that the decision by the council would not affect Nielsen’s plans to proceed with the change, which the company said would provide local stations more accurate ratings figures. The numbers are used to help set advertising rates and determine programming lineups.
Nielsen had postponed the change, to measure viewership with electronic meters rather than the current combination of meters and paper diaries, from 8 April after critics complained it would result in undercounting of black and Hispanic viewers.
The ratings service has used the electronic boxes since 1987 to gauge daily viewing patterns on a national basis according to age, gender and ethnicity. But Nielsen only recently decided to apply the system to local ratings, starting with Boston in 2002, said another media report.
The MRC panel represents nearly 50 broadcasters, cable organisations, advertising agencies, and trade groups that are Nielsen clients.
Its refusal to recommend accreditation to the MRC board of directors marked a victory for media mogul Rupert Murdoch’s News Corp. Ltd. and a coalition of civil rights activists and politicians who are seeking to block the roll-out of people meters in New York, Los Angeles and Chicago, according to one media report.
Critics opined in some media reports that the local “people meters” undercount minority audiences compared with the old system of measuring local viewer habits through pen-and-paper diaries recorded four times a year for the “sweeps” and have urged Nielsen to delay expansion of the system until an independent review can verify its accuracy.
However, Nielsen insists the new system is sound and that News Corp. is encouraging minority opposition because its Fox television stations in cities like New York and Los Angeles stand to lose local ratings through the more accurate people meters.
MAM
Coca-cola launches ‘Har Meal Aaaah’ campaign with Mamitha Baiju
Hyperlocal film turns parotta into ‘Parotaaaaaah’ to celebrate meal moments
MUMBAI: One sip, one sound and suddenly, every meal gets its moment. Coca-cola has unveiled its latest campaign, ‘Har Meal Aaaah’, aiming to turn everyday dining into something a little more memorable and a lot more refreshing. Fronted by Mamitha Baiju, the campaign leans into Coca-cola’s iconic “Aaaah” mnemonic that unmistakable expression after the first sip reimagining it as a cultural thread that ties together food, flavour and feeling across regions. The film, rooted in Tamil Nadu’s culinary culture, spotlights the beloved parotta, playfully stretching it into “Parotaaaaaah” to capture the joy of the perfect pairing.
Conceptualised by Ogilvy and extended regionally by Studio X, the campaign blends local insight with global brand cues. It reflects Coca-cola’s ongoing strategy of embedding itself into everyday rituals, this time, not through grand occasions, but through the quiet, familiar moments around food.
The idea is simple but sharply executed: position Coca-cola not as an add-on, but as an essential companion to meals. By tapping into hyperlocal food habits while retaining a universally recognisable brand cue, the campaign aims to deepen emotional recall across diverse audiences.
Early traction suggests the approach is resonating. The campaign has already sparked organic engagement online, with memes and user reactions amplifying its reach proof that sometimes, the smallest ideas travel the furthest.
At a time when brands are competing for attention in increasingly fragmented markets, ‘Har Meal Aaaah’ takes a different route zooming in rather than out. Because in the end, Coca-Cola’s bet is clear: if you can own the moment after the first sip, you can own the meal.
