• Ad Age, Monday, May 29, 2006 1:01 PM

"American Idol" is either "the last roar of the network dinosaurs or proof that mass marketing is very much alive and well," Ad Age reports, "with the multiplatform 'Idol' economy already valued at $2.5 billion." And it is still moving forward fast, as the show is looking for four top-tier sponsors to buy in for as much as $25 million. Coke, Cingular and Ford are the current lead advertisers, but Fox is talking to "fast-food, electronics and health and beauty marketers with a view to adding another partner."

Read the whole story at Ad Age »