What's the future of the American Idol brand?

I have a prediction: If David Archuletto wins American Idol tonight, the show will see a huge drop in viewership next year.

What's makes me so sure?

Our research shows that, every year, authenticity and credibility become stronger and stronger brand preference drivers.

Archuletto is a very good singer, but lacks in authenticity. He is technically proficient, but there's no evidence he feels or even understands the words he is singing. I'm willing to bet that John Lennon was turning in his grave during Imagine.

The way they threw David Cook under the bus last night lacked any sense of credibility. His performance wasn't stellar, but it was real. In contrast, the judges' comments sounded, looked and smelled like a complete set-up.

We'll see next year if I'm right.