Coke, Ford, AT&T Shell Out $35M Each For "Idol Ads"

03/28/2008 02:45 am ET | Updated May 25, 2011
  • Gail Schiller Hollywood Reporter

Coca-Cola, Ford and AT&T are back again as the three main sponsors of Fox's megahit "American Idol," 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. With the writers strike having shut down production on most original scripted programming, "Idol" -- which premieres Tuesday night -- is expected to be an even bigger ratings juggernaut than ever.

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