GE Continues Health Push — By Selling Ads

Published On: October 19th, 2009

Campbell Soup Earlier this year, GE’s CEO made a big speech about how the company planned to expand its health care business. We figured that meant selling more electronic health records systems, CT scanners and the like. Turns out, it also means selling health-themed ads on NBC, the TV network owned by GE.

NBC Universal said last week that it was launching something called “Healthy at NBCU” as a companion to GE’s companywide “healthymagination initiative.” As part of the program, Campbell Soup will pay to sponsor two health series on the TODAY show, where the company will run ads for its “heart healthy” soups.

Ad sales are down for lots of media companies, but advertisers are still willing to pay to tie themselves to a cause, like the environment — or healthy living. Advertiser spending on cause sponsorships in the U.S. is expected to rise slightly to $1.57 billion this year, this morning’s WSJ reports.

NBCU has already made similar pushes to bring in marketing from companies who want to tie themselves to environmental causes and women’s issues. Since the end of 2007 the company has brought in incremental revenue “heading toward” $100 million from its health, environment and women’s packages, on top of what it gets from selling regular ads, according to the WSJ.

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GE Continues Health Push — By Selling Ads

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