• Advertising Age, Wednesday, May 21, 2008 10:45 AM

Daily conversations about Fox's "American Idol" have sunk sharply since last year, according to a survey of Americans 13 years and older conducted by the Keller Fay Group, word-of-mouth consultants.

The drop in people talking about the program--from 9.9 million to 5.9 million per day--seems to bolster a general feeling the nation's most- watched TV show has lost some steam. (Ratings have also dipped a bit since last season.)

The network and producers "really want to see what we can do to inject the show with new levels of energy," says Fox entertainment chief Peter Liguori.

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