In yet another sign of the show's waning influence and reach, Atlanta-based Coca Cola is ending its 13 season relationship with "American Idol" as a sponsor, according to an exclusive story in Variety magazine. "After 13 years, we feel it is the right time for the Coca-Cola brand to venture into new spaces and pursue other opportunities to connect with teens and leverage music as a passion point," the company sent Variety in a statement.
If Coca Cola is seeking the youth audience, "Idol" is no longer it. The show's audience season one averaged 32 years of age. Now the average age is well over 50.