LOS ANGELES (AdAge.com) -- Now that Comcast and NBC Universal have agreed to merge, what happens to all the ad revenue NBC properties get from their No. 1 advertiser, General Electric? Turns out, part of the deal includes a guarantee that GE will continue to advertise on NBC properties.
More NBCU-Comcast Merger Coverage
Ad World Looks for Progress from NBCU-Comcast
Media Buyers Hope to See Growth in Interactive and Addressable Advertising
How GE Birthed NBC in 1926
Timeline: The Peacock Network's Many Owners
Five Hurdles Standing in Comcast-NBC Universal's WayAs Part of Comcast Deal, GE Promises to Keep Advertising
Now That the Deal Is Done, Here's What the Media Cos. Need to Deal With
NBC's Biggest Marketer Agrees to Spend 'Not Less Than $59 Million' Annually for Five Years
The new company, however, has built in some assurances that both sides will still benefit. GE and its subsidiaries get to keep the perks that come with being an owner, including "preferential client treatment, including access to marketing execution and placements, comparable to the top tier or highest spender category of advertising or past practice, whichever is more favorable to GE," according to filings with the U.S. Securities and Exchange Commission about the terms of the deal.
During the first nine months of 2009, GE spent $145.9 million on its NBCU properties, down 16.6% from the previous year, according to TNS Media Intelligence.
The majority (60%) of that spending came from NBC Universal units: Movie and DVD promotion accounted for 49.5% of GE spending on NBC Universal media properties in the first nine months of 2009; ads for NBCU media properties -- a Bravo ad on USA Network, say -- accounted for 9.7%; Universal Studios theme-park ads represented 0.7%. Ads promoting GE products and services (appliance ads, for example) accounted for the remaining 40% of measured spending.
Given that NBC Universal's ad revenue is less than robust, it makes sense for Comcast to lock in the revenue GE has been contributing. NBCU's second- and third-largest advertisers, Johnson & Johnson and Procter & Gamble, each dropped their spending on NBCU properties by 33.1% and 38.6%, respectively, during the first nine months of 2009. And even though No. 4 spender AT&T is down 28.6%, telecom has shown some signs of growth, with No. 5 advertiser Verizon Communications boosting its spending by 1.6% and No. 7 Sprint Nextel upping its outlay to 38.1%. Automotive has already fallen out of the picture, with only Toyota (No. 6) ranked in the top 10, with a 5.8% decrease to $116.3 million. That leaves pharmaceuticals (Pfizer, No. 8), beer (Anheuser-Busch InBev, No. 9) and fast food (Yum Brands, No. 10), all categories showing flat-to-little growth in 2009.
Top 10 advertisers on NBCU properties
|1||General Electric Co.1||$145.9||$175.0||-16.6||$219.0|
|2||Johnson & Johnson||$139.1||$208.1||-33.1||$243.3|
|3||Procter & Gamble Co.||$138.8||$226.1||-38.6||$304.3|
|6||Toyota Motor Corp.||$116.3||$123.5||-5.8||$171.2|
|7||Sprint Nextel Corp.||$95.9||$69.5||38.1||$116.3|
Top 10 advertisers on Comcast cable networks
|1||Procter & Gamble Co.||$16.5||$18.9||-12.3||$27.5|
|3||Maximizer Health Products||$7.8||$4.6||71.3||$6.3|
|4||IdeaVillage Products Corp.||$7.7||$2.1||258.1||$4.3|
|7||Johnson & Johnson||$7.5||$7.3||2.8||$9.3|
The Black Friday-Cyber Monday weekend is the blockbuster sales period for marketers, not just as the holiday launching point, but also as a contributor to overall annual sales. Savvy marketers are starting early and turning to omnichannel optimization. Learn what you need to do now. Brought to you by Criteo.Learn more
As the role of programmatic buying and selling in digital advertising continues to grow, issues surrounding viewability and verification are moving to the forefront. This white paper looks at the current state of and future prospects for programmatic in a digital ad industry increasingly defined by viewability and verification. Brought to you by RhythmOne.Learn more