Fox (NWS) has adopted a new strategy this year concerning its "American Idol" property. They still have their three big major advertisers in Coca-Cola (KO), Ford (F) and Cingular (T), but hava also added six more advertising partners that will be allowed to market using "Idol" throughout the year.
The six new sponsors will be a fee-based deal, given them rights to launch marketing campaigns that are tied to the "Idol" brand. While they will run them during the shows run, they will also be able to run promotions year-round.
"We're extending the interaction people can have during the show and off-air around the show," said Keith Hindle, executive vp of licensing at Fremantle Media, which produces "Idol" with 19 Entertainment. "We're trying to extend the life of the brand so it becomes a year-round property."
As of now there are two companies on board: Nestle and Dreyer ice cream. Four more will be added soon.
Hindle added that "The issue for us isn't getting more eyeballs. Earlier in the s
how's life cycle, it was about that. But now it's much more about fully monetizing the brand."
"American Idol" starts again on January 16.
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