In July, Marketing revealed that the TV regulator was to probe the deal - billed as the largest in UK media history - after ITV rivals raised concerns that it could fall foul of ITC rules preventing the joint selling of advertising by Granada and Carlton (Marketing, July 4).
The agreement locks Birds Eye Wall's, Lever Faberge, Unilever Cosmetics International and Unilever Bestfoods into a four-year agreement with ITV.
Unilever is expected to gain discounts of 25%. The ITC said the deal complied with current rules.
However, ITV's respite from investigation will be shortlived. Separately, the ITC is to examine how Carlton and Granada sell ads on the ITV network, following comments by Carlton chief executive Gerry Murphy that the two firms planned to pool resources to market ITV to advertisers.
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