• by Wayne Friedman , April 6, 2012

Media and marketing deals climbed 7% over a year ago in the first quarter with marketing and Internet transactions leading the way.

There were 402 deals in the first quarter, amounting to $15 billion in the U.S., according to investment banker Berkery Noyes. That's up 10% from the fourth quarter of 2011, where 376 deals were made totaling $13.6 billion. Versus the first quarter of 2011, the activity was down from the 418 deals and total $17.6 billion volume.

There were some 139 marketing deals and 100 Internet deals during the period. Sales of digital marketing companies rose to 47, a 68% gain.

The Internet media segment -– particularly online shopping guides -– saw a 43% increase in volume. Groupon was an active acquirer, buying Adku and completing two other deals for UpTake Networks and Hyperpublic.

The biggest deal during the period was in the broadcasting category: BCE Inc. buying Astral Media for $3.356 billion. The next largest was Advent International/GS Capital Partners buying TransUnion LLC for $3.124 billion.

Other top deals include Youku buying Tudou Holdings for $1.1 billion and Lionsgate purchasing Summit Entertainment for $700 million. The top nine deals represented about 65% of the entire transaction value during the period.

Entertainment content deals -- lead by Lionsgate -- grew 46% in the first quarter of 2012. The next major entertainment deal was International Gaming Technology's purchase of Double Down Interactive for $200 million.

Kathleen Thomas, managing director at Berkery Noyes, stated: "Content delivery is in the midst of a permanent transformation. Marketers have vast opportunities to reach customers effectively and efficiently, and businesses have compelling new models to attract and monetize end users."