Fox Plays Up 'Idol' Emotion

LOS ANGELES (AdAge.com) -- Fox is thinking small in its efforts to promote the biggest show on TV. It's not that the network is scaling back the breadth of its campaign for "American Idol," the beyond-adjectives reality juggernaut that has kept it No. 1 in key ratings for the past four seasons. From relentless on-air spots to shopping mall takeovers, Fox is readying a marketing push the size of Simon Cowell's ego to make sure viewers know "Idol" will return on Jan. 13.