• Brandweek, Wednesday, January 16, 2008 11:15 AM

Coca-Cola, Ford and AT&T will again be the three main sponsors of "American Idol" -- but it is costing them even more to associate with the hit Fox show. The trio is shelling out $35 million each for the privilege of being featured in the No. 1 program, along with air time for ads, online content and co-branded marketing programs.

That is up from the $30 million they paid last season, but the returns could also be higher. With the writers strike shutting down production on most original scripted programming, "Idol" is expected to be a bigger ratings draw than ever. Ford, Coca-Cola and AT&T will mostly be repeating their in-show performances from past years, with some revisions in either content or products featured. The automaker may use it to push its new hybrids.

"As all of Hollywood and the world is going green and looking at more environmental initiatives, I wouldn't be surprised to see more involvement creatively from the Ford Escape Hybrid in "American Idol," says Bob Witter, Ford global brand entertainment manager.

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