NBC Universal Tees Up Cause-Related Shows

With ad spending still in the doldrums, NBC Universal has won some extra business by offering marketers the chance to hitch their products to programs promoting a cause or health or social issue. The General Electric unit is increasingly creating programs across its broadcast, cable and online properties—and packaging existing episodes—that promote a cause, such as the environment. It is touting these issue packages as a way for marketers to better target ads and product placements. Last week, the company, which is the subject of deal talks between GE and cable giant Comcast, announced its latest cause: health and wellness, with a focus on obesity. It is starting to sell ad time on programs based on those themes after previously offering similar packages tied to the environmental movement and women's issues. In doing so, NBCU is piggybacking on one of the few areas of marketing that has continued to grow despite the weak economy. Spending on cause sponsorships in the U.S. is expected to increase 3.1% this year to $1.57 billion, according IEG, a Chicago research firm owned by ad-holding company WPP, and is expected to grow faster than sports and arts sponsorships. Campbell Soup has signed on to the latest NBCU push, and plans to sponsor a multiday health segment on NBC's "Today" show next month, and in February, says Lisa Walker, the company's vice president of soup innovation.