'American Idol' Looks To Make Another Splash

Meet the new boss; same as the old boss.

"American Idol" is coming again on Fox. The number one TV show in the land among viewers will start up again January 17 and 18, with the same marketing message as a year ago: "It's the best ever."

"In year five of a hit show, you don't need to re-make the wheel," said Chris Carlisle, executive VP of marketing for Fox. "It's about nailing down the creative message that reminds viewers that we do this once a year." Says one competing marketing executive: "That theme line is correct--'best ever'--works every time."

On-air promos on Fox will again show great singers, crazy off-key wannabes, and lots of cutting remarks from you-know-who, much like they did a year ago.

"It's a huge campaign; this is our mothership." said Carlisle. "We kicked off the campaign during the World Series, and turn it up during Thanksgiving."

Just like last year, Fox is doing a major mall promotion, flooding 125 malls across the country with much signage and other displays. Other local marketing efforts include radio promotion and special TV promo spots for Fox affiliates. Fox will also get the benefit this year of extra special "Idol" highlight programming from its new Fox Reality cable channel. Fox is also amping up its Internet initiatives: A new www.idolonfox.com site and new search word advertising on Yahoo! and Google. Additionally, Carlisle said other tie-in marketing will occur with newly acquired News Corp Internet company, MySpace.com, and video game maker, IGN.

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"This year we have more assets," adds Carlisle. "It's not all about paid media."

Fox is spending a sizable amount of advertising--radio, Internet, outdoor, national, and local cable. Network marketing executives say this probably amounts to $2 million to $4 million. For new shows--which need more awareness--this can rise to $6 million to $10 million in paid advertising. Carlisle wouldn't talk numbers: "Paid media is about the same as last year."

"Idol" was the number one TV show last year, with a Nielsen Media Research average of 27.4 million viewers for its Tuesday edition. Its Wednesday results averaged 26.0 million viewers--the third-most viewed TV show.

Because of these numbers, "Idol" gets a broad range of viewers--young and old, female and male. Still, Carlisle says that at this time of year, there is a particular emphasis on certain viewers. "We don't deliver many young females this time of year," he said. As such, Fox is putting extra time against this target--especially in some cable network media buys. This year, Fox has produced 10 to 15 different creative TV promo pieces. One major prime-time effort has outspoken "Idol" critic Simon Cowell crowing: "This is the best 'Idol' ever." Fox has aired inspirational spots, which feature young promising singers, as well as the always-funny early auditions promos where potential singers don't realize their lack of talent and judges grimace.

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