• Billboard, Wednesday, May 13, 2009 9:30 AM

Almost since its inception, "American Idol" has maintained strong ties with three main benefactors: Coca-Cola, Ford and AT&T (previously Cingular). Those brands have reaped a level of promotion on the show that is unrivaled in recent TV history. This season the show also added Apple as a sponsor in a deal that puts the "Idol" performances exclusively on iTunes.
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Coke might be getting the most for its investment. The soda company got in on the ground floor in 2002 for a reported $10 million. In 2008, "Idol" had 2,000 Coke occurrences for the season. In addition to Coke cups in front of the judges, the marketer gets to furnish the stage's "Red Room" and has conducted contests in which consumers created their own judges' cup designs and the winner was featured on the show."

Ford has used its "Idol" connection on TV, in print, online and in dealer showrooms. The company is also given access to the "Idol" contestants for weekly promotional videos. For instance, one show featured the contestants being shuttled around in a Ford while they tried new technology that lets people speak directly to the car. Footage of the rides was turned into video touting the tech feature.

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