Tips for multi-media messaging

When a major TV event refers viewers online, the sponsors of that event need to be prepared. Find out how "Idol Gives Back" advertisers fared with their integrated efforts.

American Idol's 2008 "Idol Gives Back" program on Fox drew an audience that was 34 percent smaller than last year's event. While final results will be released in May, current reports reveal that $60 million has been raised to date. This marks a 21 percent drop from last year's $76 million and leaves the "American Idol" producers short of their $100 million goal.