Fox Banks On NFL For 'X Factor' Kickoff

Fox will look to leverage its NFL audience Sunday to build momentum for its highly anticipated Sept. 21 debut of "The X Factor." The network will run an eight-minute promo for the competition series following its NFL doubleheader.

Judging by the numbers for Thursday's NFL season opener on NBC, Fox will draw a substantial audience.

Fox will re-air the lengthy promo again Sunday in the middle of a one-hour "Family Guy" episode. The promo offers footage from auditions held in Los Angeles and Seattle, plus "an inside look at the drama, raw emotion and behind-the-scenes action" of the show with Simon Cowell and Paula Abdul among the judges.

"The X Factor" will air Wednesdays and Thursdays this fall, premiering with back-to-back two-hour shows.

Pepsi is the top-line sponsor of the series and the winner will be featured in a Super Bowl spot, while in-store displays will be used into 2012.

Banner ads on "The X Factor" Web site plug the "Pepsi Refresh Project," which awards grants for projects that enrich society.

The Fox show offered an opening peek during a promo in the baseball All-Star game.



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