Insiders told Advertising Age that General Motors Co. has signed on to be the second major advertiser to support Fox's "X Factor," the much awaited musical program.
Neither Fox nor GM has confirmed this report. It’s likely that this sponsorship will mean that a GM vehicle will be shown during episodes of the X Factor but won’t be promoted for the entire season. It will probably be similar to the setup that Coca-Cola, Ford Motor Co. and AT&T had with American Idol.
The first exclusive season-long sponsor of the program was revealed last January to be Pepsi. TV networks are currently busy with selling their ad inventory for this fall. In particular, this new musical show had been attracting a lot of interest.
Over 75% of new TV programs are expected to fail but what the X Factor has going for it is that it’s tremendously successful abroad and it’s expected to appeal to the wider family segment that watch American Idol.
In the past year, GM has been heavily promoting via TV ads. For instance, different Chevrolet vehicles have been seen in CBS's "Hawaii Five-0" and in "Men of a Certain Age" on Time Warner's TNT.
A source said that it’s likely that GM’s sponsorship for the "X Factor" will concentrate on one of its auto brands instead of the larger company