Marketers vying for "Idol" top-tier sponsorships

05/30/2006 | Advertising Age (tiered subscription model)

For mass-marketers, 30 million "American Idol" viewers just can't be wrong. The show's broad appeal seems to justify its high cost of advertising, as Fox is in talks with fast-food, electronics and health and beauty marketers to join Coca-Cola, Ford Motor and Cingular as the show's fourth top-tier sponsor to pay as much as $25 million.

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