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Some "Idol" Time Shifters Up In Arms

Posted by: David Kiley on May 22, 2008

Supposedly some American Idol fans are kvetching that Fox ran the finale overtime by two minutes, leaving DVR watchers without the final announcement of who won.

It’s not like this was a first. Fox has been running the show over by two minutes for most or all of the season. For AI watchers who are wise to it, and also tape the next show, it’s no problem. Also, for those of who usually watch it time-shifted by 20 minutes or so, it is no problem. For the two-hour show, we time-shifted by 45 minutes in my house, which was just enough, it seemed, to catch up to the real-time telecast with about ten minutes to go. We blew through the commercials and pointless drivel…including 80% of David Archuletta’s performances.

Research shows there is actually very little activity of consumers taping and watching AI another day. John Felice, marketing manager at Ford, an AI sponsor, says that’s because people want to know who got eliminated the same night. So, about 10% of AI watchers time-shift the way I do.

In any case, there was a good ending to AI. Most of the pundits and judges thought Archuletta, whose future seems to be in either playing the title role of Annie on Broadway or as a Christian rock performer on the prayer meeting circuit, was a lock to beat the would-be rocker David Cook. Voters came through and made the sane pick.

The downside? Now, Hillary Clinton has another longshot analogy to cite in speeches when she explains why she is still in the race for the Democratic nomination. The New York Giants analogy was wearing thin.

Here is what AI time shifters saw:

Reader Comments


May 23, 2008 2:19 PM

Yah, my experience exactly!!!!! What timing.


May 23, 2008 2:50 PM

I appreciate you bringing the plight of time-shifters and DVR people to the forefront, but what in the world is the cruel and baseless bashing of David Archuleta about?! It really takes away from your credibility. This is a BUSINESS website, not some fansite forum for middle-schoolers. Frankly, I think AI should be made to stop going over their time alotment like that. Most episodes have junk filler that could easily be excluded and not be missed.

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News, opinions, inflammatory meanderings and occasional ravings about the world of advertising, marketing and media. By marketing editor Burt Helm, Innovation Editor Helen Walters, and senior correspondent Michael Arndt.

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