• by Wayne Friedman , September 26, 2008

On the heels of its big advertising selling deal for some NBC Universal cable networks, Google has added Bloomberg Television to its stable.

Bloomberg Television, the 50-million-subscriber cable financial news network, will make its ad inventory available through Google's TV Ads service, an auction-based, self-service system. As with the NBC deal, and the Dish Network deal before it, Bloomberg hopes that Google's system will expand the range of advertisers on its network.

Bloomberg says it will take full advantage of Google's TV Ad platform, which can offer second-by-second viewership data from millions of set-top boxes that carry the Dish Network satellite distribution system.

Because many of Bloomberg's viewers are upscale and possess higher incomes, Trevor Fellows, head of advertising sales at Bloomberg, said in a press release that they are "extremely difficult to quantify using traditional methods... We believe that involvement with Google TV Ads from an early stage will help us and our advertisers learn more about our audience."

Google says its TV Ads auction-based pricing system lets advertisers only pay for impressions delivered to their ads. They can receive integrated digital reporting within 24 hours.

Earlier this month, Google made a deal with NBC Universal that allows Google to sell advertising time on six of its cable networks: Oxygen, CNBC, Sci Fi, MSNBC, Sleuth and Chiller. Not included in the arrangement are the more popular cable networks USA Network and Bravo, as well as its flagship NBC broadcast network.

Analysts speculate that NBC will be giving Google the harder-to-sell overnight and some daytime inventory to sell on those cable networks. Bloomberg did not disclose what time-period parameters Google would have in selling its network.