Part of GE/Comcast deal requires GE to keep advertising on NBCU properties

An interesting article in Ad Age reveals that part of the deal  between GE and Comcast that give Comcast a controlling interest in NBC Universal requires GE to keep advertising on NBCU properties for five years after the deal closes.  GE will have to pony up a minimum commitment of  $59 million dollars annually on gross advertising.  It also requires GE purchase an additional $50 million worth of advertising in connection with the 2012 olympics.

At the minimum levels of $59 million/year, it would be much less than what GE is currently spending advertising on  NBCU properties.   According to TNS Media Intelligence, GE spent $145.9 million advertising on NBCU properties in just the first nine months of  2009.  And that’s down almost 17 percent versus the first nine months of 2008.

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