"You have the No. 1 program in television for the last four years, and now it's going up against even weaker competition," the Initiative senior vice president said. "'Idol' is going to do very, very well."
Such predictions have allowed Fox Broadcasting Co. to increase the cost of advertising time during the studio's successful singing series, the Times said.
While a 30-second spot during "Idol" this season initially sold for $750,000, that figure has since risen to more than $1 million thanks to the ongoing labor dispute.