A major media company is moving its advertising headquarters to Broadway.

Comcast Advertising, the advertising sales and technology division of Comcast, has signed a 140,000-square-foot lease at 1540 Broadway, owned by GFP Real Estate and BDT & MSD Partners. The deal represents a relocation for Comcast from 55 West 46th Street, according to the landlords, which landed a couple other tenants at 1540 Broadway recently as well.

The asking rent and the length of the lease were not disclosed, but the average office asking rent in Midtown at the end of the second quarter of 2026 was $86.18 per square foot, according to a report from CBRE.

“The decision by Comcast and others to locate their employees here reflects what we’re hearing throughout the market – companies continue to prioritize high-quality office environments that help attract talent, foster collaboration and support long-term growth,” GFP Development CEO Brian Steinwurtzel, who oversaw a $150 million repositioning of the property, said in a statement. “With additional transactions in advanced discussions, we expect the remaining space to be substantially leased by year-end.”

GFP’s Allen Gurevich represented ownership in-house alongside JLL’s Clark Finney, Frank Doyle, Mike Pallas and Carlee Palmer. Gabe Marans, Jay Joyce and Greg Bante of Savills negotiated on behalf of Comcast.

Savills did not immediately respond to a request for comment.

“Tenants continue to gravitate toward buildings that combine exceptional ownership, modern amenities, efficient floor plates and premier accessibility, and 1540 Broadway has emerged as one of the strongest examples of that trend,” Finney said in a statement.

The Comcast lease was revealed in a CBRE office report for the month of July, but details were scarce.

Other new tenants in the building on West 45th Street between Avenue of the Americas and Broadway include equity investment firm Metalmark Capital, which signed a 9,314-square-foot lease in a relocation from 1177 Avenue of the Americas, and human resources provider Alight, which took 3,123 square feet in a  relocation from 142 West 57th Street.

Mark Hallum can be reached at mhallum@commercialobserver.com.

Keywords: 1540 Broadway, Allen Gurevich, Brian Steinwurtzel, Carlee Palmer, Clark Finney, Frank Doyle, Gabe Marans, Greg Bante, Jay Joyce, Mike Pallas, Alight, BDT & MSD Partners, Comcast, Comcast Advertising, GFP Development, GFP Real Estate, JLL, Metalmark Capital, Savills