Once Fox’s biggest reality hit and superstar launch pad, American Idol is being left behind by some of its biggest sponsor assets.

Starting this season, Coca-Cola will no longer sponsor American Idol, removing its branded cups from the judges’ table after more than 10 years.

Coke isn’t the only advertiser to leave the singing competition show. AT&T ended its sponsorship in January, and Ford spent nearly half of its budget in 2014 compared to ad spending in 2012. Advertising spending overall decreased by 50 percent in that time period.

Ratings have also been steadily declining for Idol, a one-time ratings juggernaut. The newest season debuts Wednesday, Jan. 7 along with Fox’s new drama, Empire, but Fox has already announced it plans on airing fewer episodes of the competition show this time around. The 2014 finale lured 10 million viewers, an impressive number by itself, but a significantly smaller audience than the previous season, which drew in a crowd of 14 million, and past seasons that saw even bigger numbers. Season two ended with 38 million viewers.

MediaVest recently released a study suggesting that advertisers are better off curating music experiences than advertising in such blatant slots as American Idol, advising clients like Coca-Cola and Procter & Gamble that their ad money is better spent elsewhere.

Read more at Variety.

Brief Take: With key sponsors bailing, advertiser revenue down and ratings on a steady decline, the ratings reign of American Idol may be coming to a close very soon, leaving Fox with a big hole in its schedule for the next music hit.

[Image courtesy of Fox]

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