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LOS ANGELES Coca-Cola, Ford and AT&T are back again as the three main sponsors of Fox’s megahit American Idol, but it’s going to cost them.
The three are forking over roughly $35 million each for the opportunity to be featured in America’s most-watched TV show, as well as air commercials during Idol, post online content and run off-air co-branded marketing programs.
The $35 million price tag is up slightly from the estimated $30 million the sponsors spent last season, but the advertisers are likely to get an even better return on their costly investment than they had hoped for.
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