MAM
AT&T, Coke score with Fox’s ‘American Idol’
MUMBAI: It was not just Fantasia Barrino that came out on top of Fox’s recently concluded music based reality show American Idol.
Research conducted by America’s Claria Corporation which specialises in online behavioral marketing in conjunction with its Feedback Research division shows that advertisers AT&T and beverage conglomerate Coke were the major gainers through visibility.
Claria measured the online user behaviour of several American Idol related Web sites including the official one www.idolonfox.com. Of Claria’s 43 million plus users over 390,000 viewed Idolonfox.com between 16 March and 16 May 2004.
The Idol site advertisers generated high awareness levels and drove Web traffic to their sites. AT&T Wireless had the highest level of aided awareness among online advertisers with a figure of 56 per cent. Ford and benverage conglomerate Coke got levels of 52 per cent.
Meanhile on television the unaided recall for advertisers was greatest for Ford at 23 per cent. Coke was second at 19 per cent. Aided recall for TV advertisers was greatest for AT&T Wireless at 42 per cent. This was followed by Coke with 40 per cent. Interestingly 23 per cent of people watching the telly were also online while the show aired.
Claria had conducted a survey among those who
were viewers of the American Idol Web site and viewers of the TV show to gauge
their voting patterns and awareness levels of Idolonfox.com sponsors and
American Idol TV advertisers. Weekly surveys were administered between 27 April and 26 May 2004 beginning at 9 pm after the show had aired.
More information on web traffic. The week with the highest overall traffic to Idolonfox.com during the study period was the week of 11 April when film director Quentin Tarantino Kill Bill was the celebrity judge.
As far as the method of choosing was concerned 90 per cent of people polled voted by phone while 19 per cent voted by text messaging. 51 per cent of respondents also stated that in the future they would prefer to vote for the contestants through an online voting system.
MAM
Sleepwell unveils nationwide sleep study on World Sleep Day
79 per cent use screens before bed, 36 per cent of 18–25-year-olds sleep ≤5 hours.
MUMBAI: Sleepwell just dropped the pillow truth bomb because when India’s sleeping less and scrolling more, even the mattress wants to stage an intervention. On World Sleep Day 2026, Sleepwell released its nationwide Sleep Study, painting a stark picture of India’s escalating sleep crisis. The findings show that 79% of Indians use screens right before bed, fuelling restless nights and drowsy days. Alarmingly, 36% of young adults aged 18–25 sleep five hours or less making them the country’s most sleep-deprived group.
The study also busts the myth of “catch-up sleep”, 65% of respondents actually sleep even later on weekends, pointing to increasingly irregular patterns that spill fatigue into the working week. Mattress discomfort emerged as a frequently overlooked culprit behind late-night wake-ups and constant leak-anxiety checks.
To drive the message home, Sleepwell’s CMO Puneet Gulati appeared on Zee Business, stressing that quality sleep isn’t a luxury, it’s foundational health. He highlighted how the right mattress can transform restless nights into restorative ones.
The brand doubled down with clever late-night activations, partnering with a quick-commerce platform to serve contextual ads between 11 pm and 3 am, gently nudging bleary-eyed scrollers to consider mattress discomfort as the reason they’re still awake and pointing them to the nearest Sleepwell store. Digital influencers and creators also shared relatable stories of how poor sleep fuels impulsive late-night behaviour.
In a nation that celebrates hustle but quietly pays for it in lost rest, Sleepwell isn’t just selling mattresses, it’s selling the radical idea that sometimes the bravest thing you can do is close your eyes and actually sleep well.
