Lifetime Picks MediaCom

NEW YORK Lifetime Television, the women’s targeted cable network, has placed its media account with WPP Group’s MediaCom, the client has confirmed. Aegis Group’s Carat was the incumbent.

The client spent almost $25 million in measured media in 2007, down from nearly $40 million in 2006, according to Nielsen Monitor-plus.

The switch came without a review, per sources.

The network, which is owned by Walt Disney and Hearst, also programs the Lifetime Movie Network.

The agencies declined to comment. Beyond confirming that MediaCom had taken over the business, the client would not discuss the switch.

The move comes during the early phase of the upfront television season when a number of cable networks and NBC have already laid out their new fall schedules to advertisers. (The broadcast networks present in May).

Lifetime unveiled its new slate two weeks ago and among the highlights was news that Project Runway, the hit Bravo show, is shifting to Lifetime at the start of the new season. Bravo owner NBC however, has filed suit against the show’s producer, The Weinstein Co., claiming it has a right of first refusal to the show.