Television
Doubt not the power of 'American Idol'
By Lisa Snedeker
May 27, 2008 - 8:35:04 AM

"American Idol's" ratings might have fallen this just-ended season, but media planners and buyers see plenty of life left in the hit Fox talent show.

They believe it will still be the top show on broadcast next year, and again by very healthy margins, both in total audience and adults 18-49.

If "Idol" should decline at all, those declines will be in the range of what the show lost this year. This year the Tuesday and Wednesday editions combined slipped about 9 percent.

That's the outcome of a poll of readers Media Life posted over the long holiday weekend, just after the show's finale.

Asked if they thought the "Idol" phenomenon had peaked, readers were mixed.

A third, 34 percent, agreed with this statement: "Yes. I think early last year, when ratings were at their zenith and the web was abuzz over the show, marked its peak. It will be a long, slow downhill from here."

A quarter, 26 percent, could not say either way, agreeing with this statement: "Not sure. I sense less buzz about "Idol" this year, but nothing has risen to take its place."

But the largest share, 40 percent, think the talent contest is still very strong. They agreed with this statement: "No. Give the show some credit -- it's seven years old and it's still the most-watched program on TV by a long shot. It has shown amazing durability, and lower ratings don't mean the craze is over."

In terms of this past season, readers were less than overwhelmed by the series but still high on it, allowing for a few jabs here and there.

Asked how they would rate the season, 30 percent thought it among the strongest. They agreed with this statement: "The talent was terrific, and I loved the new wrinkle of letting singers use instruments. Host Ryan Seacrest and the judges have their banter down pat."

A smaller share, 22 percent, were very down on it, agreeing with this statement: "The absolute worst. The Paula Abdul fiasco confirmed what I've been saying for years -- the girl has to go. The performers were talented but lacked charisma, and even Simon Cowell's crankiness has gotten old. No wonder ratings declined."

But the largest share, 48 percent, put the past year somewhere in the middle, agreeing with this statement: "So-so, not its worst or its best. I thought the talent was better than last year, but the results show was too long, and someone needs to muzzle Seacrest."