Skip to Content

Idol’s big three sponsors paid $35 million each for their brand integration

Together, the red paint on the set of American Idol, a few logos and graphics, and the cups the judges drink from cost Coca-Cola $35 million. Ford and AT&T also each paid around that amount for their brand integration on the seventh season of the show.

That “$35 million price tag is up slightly from the estimated $30 million the sponsors spent last season,” according to The Hollywood Reporter. For their money, they get “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.”

Coke is sticking with the same general product placement as last year, although now you’ll have to go to their web site to see behind-the-scenes video from the show. That’s because “behind-the-scenes video from the show which was last year sponsored by Coke on will only be available this season on,” the paper reports. AT&T hasn’t yet announced how it’ll pimp its services, but they remain the sponsor of text message voting.

Fremantle, the show’s producer, also has one confirmed “off-air promotional partner,” and that’s Nestle. Such partners “paid over $1 million for the rights to feature ‘Idol’ branding on their packaging, products and marketing programs” last year, according to the paper.

‘Idol’ sponsors now paying $35 mil [Hollywood Reporter]

All reality blurred content is independently selected, including links to products or services. However, if you buy something after clicking an affiliate link, I may earn a commission, which helps support reality blurred. Learn more.

More great stories

About the author

  • Andy Dehnart is the creator of reality blurred and a writer and teacher who obsessively and critically covers reality TV and unscripted entertainment, focusing on how it’s made and what it means.


I value our community at reality blurred, which connects people through open and thoughtful conversations about the TV we’re watching and the stories about it.

Comment rules: My goal is for us to be able to share our perspectives and exchange ideas in a welcoming, supportive space. That’s why I’ve created these rules for commenting here. By commenting below, you confirm that you’ve read and agree to them.

Happy discussing!