As Coke Exits American Idol After 13 Seasons, an Iconic Show's Future Looks Grim

Viewership is a fraction of its 2006 prime

If American Idol was in rough shape before (which it was), it's looking at an even bleaker future now that Coca-Cola has publicly said it won't be supporting the reality show's 14th season.

Yes, that means no more red-and-white cups in front of the judges on what was once the biggest competition series on television. American Idol returns to Fox on Jan. 7.

"After 13 years, we feel it is the right time for the Coca-Cola brand to venture into new spaces and pursue other opportunities to connect with teens and leverage music as a passion point," the beverage company told Variety, and the statement's existence in itself is saying something.

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