Fox has cancelled
“The X Factor” after three seasons -- the once highly touted singing competition show positioned as a wannabe “American Idol” show.
While the show did moderately
well in its first season -- in the fall 2011 -- it never rose to the status of “Idol,” which was the top-rated show in network prime-time television for nearly a decade.
“X Factor” premiered with some Nielsen 12 million viewers, far short of the 20 million plus viewers that “Idol” was pulling in. In its first season, “Factor”
averaged a 3.7 rating among key 18-49 viewers. For its final performances in Season Three, it tallied around 6 million viewers.
Among 18-49 viewers, it averaged a 1.7 rating -- down 41%
from Season Two.
“X Factor” was also positioned to be a major advertising vehicle for marketers -- just like “American Idol.”
In one of the bigger
sponsorship deals for the show, PepsiCo outbid Coca-Cola (an “American Idol” sponsor) to become a key show sponsor before “X Factor’s” premiere season. Media buyers
estimate that Pepsi spent an eye-popping $60 million a year to hold that position in the show.
Chevrolet was also an initial major sponsor. In its final season, Honda and Procter &
Gamble came aboard in major sponsorship deals.
For “American Idol,” Coca-Cola, Ford Motor Company and AT&T were the three major sponsors of the show for many years. Media
estimates are that each "Idol" sponsor -- at the top levels of the show -- brought in deals in the $50 million to $60 million-a-year range.
Simon Cowell, both a show creator and longtime
judge on "X-Factor" and “American Idol” judge, will return as a judge on the U.K. version of the show.