Context: 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.

Question: Which major drink manufacturer decided at the beginning of American Idol not to be a sponsor? 
Answer: PepsiCo

Question: What show did PepsiCo begin sponsoring in hopes of not missing another opportunity like American Idol? 
Answer: The X Factor

Question: Which soda company did not want to sponsor American Idol?
Answer: PepsiCo

Question: In hopes of not repeating another mistake, which show did PepsiCo sponsor?
Answer: The X Factor

Question: PepsiCo fell to what place by 2010, which is in part credited with refusing to sponsor American Idol?
Answer: third