By Charlie Laughtland
BDA blog editor

Simon Cowell is back. This time, with a $5 million grand prize.

Fox began its search for the next pop star with the launch of a U.S. version of “The X Factor,” the U.K.’s No. 1-rated program seven years running. American audiences appear to be all for it.

Last week’s “X Factor” premiere was the biggest fall debut for Fox in five years—drawing 52 percent more viewers in the network’s target demographic of 18 to 49 year-olds than Fox’s programming on the same night a year earlier.

Cowell’s Syco Television and FremantleMedia, the production companies behind “X Factor,” are bringing BDA along for the ride.

Brands like Pepsi, Chevrolet, Verizon and Sony have stepped up as front-line sponsors and as Advertising Age noted, commercial breaks during the first episode were packed with spots from Levi's, Google, Toyota, Wells Fargo, Aflac, Bank of America, Samsung and American Express.

BDA is producing a full line of officially licensed merchandise for high-profile “X Factor” sponsors, including jewelry and apparel, keyboard and mouse skins, iPhone and iPad accessories, branded consumer electronics and other collectibles.

Fox began promoting “X Factor” on air in November 2010—a full 10 months before the launch of the singing competition. Not long after, BDA got a head start on developing a merchandise strategy for the show and its sponsors.

“After partnering on merchandise activations for 10 seasons of ‘American Idol,’ FremantleMedia and BDA have learned what types of premiums and styles this audience prefers,” said Jeff Kern, head of BDA’s LA-based entertainment division. “As the show builds momentum, we’ll give ‘X Factor’ fans a way to interact with the brand beyond the broadcast schedule.”