• by Erik Sass  @eriksass1, January 15, 2009

NBCU Universal Television Group has awarded its digital media planning and buying duties to L.A.-based Ignited, with billings worth approximately $40 million; Ignited beat out incumbent Spark Communications and contender Tribal DDB in the October review.

The contract also covers NBCU properties like the Sci-Fi Channel, Bravo and USA, all of which are known for their robust digital media presence.

In October, apparently in anticipation of this new business, Ignited opened an office in New York. President Eric Johnson, unfazed by the souring economy, explained the move: "As many large network agencies scale back, we're leaning forward. As money leaves mass media and goes into digital and experiential, we want to be able to take advantage of those opportunities on both coasts."

Ignited also brought Bryan Duffy on board as executive vice president of experiential marketing and managing director for the New York office.

Ignited has its work cut out on the NBCU Universal account in 2009; NBC continues to promote "30 Rock," a favorite of critics but not necessarily viewers, as well as two new Monday night reality shows: "Superstars of Dance," from the creator of "American Idol," and "Momma's Boys," a mom-assisted matchmaking show hosted by Ryan Seacrest. Both reality shows will have to carve out a niche amid heavy competition from similar programming on ABC, CBS, Fox and several cable networks.

Ignited will also be responsible for helping NBCU draw viewers to the new "Jay Leno Show," as the host moves to the 10 p.m. time slot in September from his current post at "The Tonight Show." That's a tough sell for viewers, according to media pundits, who say unscripted comedy fares poorly against scripted drama in that time slot. Conan O'Brien is set to take over "Tonight" in June.