After serving as the flagship sponsor of Fox’s The X Factor for its first two seasons—an agreement that included extensive integrations and interactive elements—Pepsi has passed on a third go-around with the show.
Also stepping away from the struggling musical-competition program is General Motors’ Chevrolet marque. (Although they bailed last year)
When Pepsi first signed on as The X Factor’s primary sponsor in March 2011, it ponied up some $60 million for the opportunity. At the time, Simon Cowell’s new show was being touted as the next American Idol, a comparison that would prove to be unfounded. After bowing Sept. 21, 2011, to 12.5 million viewers and a 4.4 rating in the 18-49 demo, Factor failed to build on those results.
( that geordie curse continues....Collapse )
Way to go after that younger demographic, promoting a minivan.