Three Idol sponsors return - Broadcasting & Cable

Three Idol sponsors return

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The three major sponsors of American Idol: Search for a Superstar are back for next season's
installment, and why not?

The show was a huge hit and made up a lot of lost ground for the network in
the second half of last season.

The returning sponsors are The Coca-Cola Co., AT&T Wireless and Ford Motor Co.

A source familiar with the deals said all are paying record sums -- upward of
$20 million each -- for the ad packages.

If the idols-in-waiting get a visit from Heather Locklear tossing her tawny
locks while talking on a cell phone and eating a turkey on honey oat with
vidalia onion sauce, you'll know why.

Fox has signed secondary sponsorships with five advertisers who get product
tie-ins for one episode.

They include Old Navy, Clairol and Nokia -- all of which had similar deals last
season -- and newcomer Subway Restaurants.

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