Monday, NBC Universal announced that it will be letting Google sell some commercials for its cable networks. The multi-year deal between the companies entails that NBC will provide Google with advertising time from several of its cable networks in order for the latter to sell advertising through Google TV Ads. The partnership is said to go into effect some months from now and covers advertising inventory on the Sci Fi, Oxygen, MSNBC, Sleuth and Chiller channels.

Director of Google's TV advertising program Mike Steib stated that the company has invested very much in services aimed at easing the way for advertisers to buy more airtime. Moreover, it could make commercials more targeted.

President of NBC Universal Sales and Marketing Mike Pilot said that NBC wants to keep the project manageable, therefore they will be selling small amounts of inventory so as to decide whether they should take the next step based on previous results. Furthermore, the company hopes to attract both small advertisers that are currently unable to afford TV airtime and large companies that advertise online, but not on cable, he added.

The partnership will rely on data provided by Dish set-top boxes, which enables a more precise viewership measurement.

Google and NBC Universal will also be working together at adapting the Google TV Ad service in order to be used in local TV markets. Moreover, they have agreed to collaborate on research projects aimed at analysing audience trends using Google TV Ads.