I refuse to watch certain shows on TV with (or without) my wife. The Bachelor for example. Others I find myself getting drawn into. This years American Idol was in that second category. And I see, I fit into the demo too according to this from MarketingCharts.com:
Nielsen Measures the American Idol Phenomenon
A week before the finale of American Idol’s seventh season, the Nielsen Company reported TV, advertising, mobile, music and online data trends about FOX’s runaway hit and its contestants.
Highlights of the data issued:
- TV Ratings. People age 35-49 watched American Idol Season 7 the most, making up almost 29% of the total audience. The most-watched episode this season was the premiere episode on Tuesday, 1/15/08, averaging 33 million viewers.
- Advertising. During 2007, American Idol featured 4,349 product placement occurrences. So far in 2008, the number of placements is surging - the program racked up 3,291 occurrences the first three months of 2008 alone.
- Mobile. The average American Idol participant voted via text message 38 times in April 2008.
- Music. Kelly Clarkson is the best-selling American Idol contestant with album and digital download sales of 18.9 million. Carrie Underwood is second with album and digital download sales of 15.7 million.
- Online. Male contestants David Cook, David Archuleta and Jason Castro dominate the show’s consumer discussion online with 14.3% and 12.5% and 10.5% buzz volume, respectively. The most popular American Idol contestant from opinions and feedback from Hey! Nielsen’s online panel is Carrie Underwood. Web traffic to American Idol websites saw the most unique visitors in March 2007.
TV Ratings
American Idol’s highest viewership was Season 5, when more than 30 million people watched on average, compared with 12 million the first season and 27 million this season.
The East Central part of the United States has the highest viewing levels above the national average, while the Southwest has the lowest viewing levels below average:
People age 35-49 watched American Idol Season 7 the most, making up almost 29% of the total audience:
The most-watched episode this season was the premiere episode on Tuesday, 1/15/08 averaging 33 million viewers.
The most watched American Idol episode ever was the final hour of Season 2 on Wednesday, 5/21/2003; more than 38 million viewers tuned in live to watch the face off between winner Ruben Studdard and runner-up Clay Aiken.
Advertisers
Top Advertisers
Coca-Cola was the top American Idol season 7 advertiser for the first quarter of 2008, followed by AT&T and Ford. Procter & Gamble and Apple rounded out the top five:
All five of these companies have advertised on American Idol since 2002 and, with the exception of Apple, all of them also held slots among the top five American Idol advertisers in season 6 (Jan. 16 - March 23, 2007).
Product Placements
During season 6 (Jan. 16 - May 23, 2007), American Idol featured 4,349 product placement occurrences. As of March 31, 2008, the number of placements featured during season 7 was surging—American Idol had already racked up 3,291 occurrences:
Coca-Cola and AT&T Wireless were the top two featured brands on American Idol during the first quarter of 2008. In season 6, Cingular Wireless rounded out the top three - but in early 2008, Ford claimed the third slot.
Coca-Cola, which has an ongoing advertising association with American Idol, far outpaced all other brands’ product placements on the program, beating second-place AT&T Wireless by more than 2,000 occurrences during both season 6 and the first quarter of 2008 (season 7).
During both seasons 6 and the portion of season 7 included in this analysis (Jan. 15 - March 31, 2008), product placements on American Idol appeared most often in foreground shots. In season 6, there were 3,030 foreground placements on the program; in the first three months of 2008, there were 2,154 foreground occurrences.
In season 6, background placements (372 occurrences) and prop placements (234 occurrences) rounded out the top three, while in the first quarter of 2008, call to action placements (310 occurrences) and wardrobe placements (206 occurrences) claimed second and third place, respectively.
For coverage of mobile, music and online data, see Nielsen’s release.
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