Coca-Cola, Ford and AT&T are back again

According to a recent article in Adweek, American Idol sponsors (Coke, Ford and AT&T) are back again to spend big bucks on what has become America’s most watched television show….and its going to cost them big time (is this a double entendre?).

These power brands are going to be shelling out over 35 Million a piece for a combination of in show product placement, ad spots to air during the episodes, and co-branded off air marketing programs. The price tag is up this year from last year ($30 Million for the 2007 season), and the brands anticipate an even bigger return on investment due to the hypothesis that the writers strike is going to fuel consumption of the non original scripted programs.

But…according to TV Week, Idol’s seventh season saw a major dip in ratings (in fact the lowest ratings in four years). I will admit that the show is still a titan, but what does it say for American Idol that ratings are down from last year, and this year, they aren’t competing with a very compelling line up of programming options?

Its too early in the season to make a prediction.
Stay tuned….or not.