Coca-Cola's archrival PepsiCo declined to sponsor American Idol at the show's start. What the Los Angeles Times later called "missing one of the biggest marketing opportunities in a generation" contributed to Pepsi losing market share, by 2010 falling to third place from second in the United States. PepsiCo sponsored the American version of Cowell's The X Factor in hopes of not repeating its Idol mistake until its cancellation.
PepsiCo fell to what place by 2010, which is in part credited with refusing to sponsor American Idol?
third