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Olympics, Super Bowl Boost TV Ad Spending in February

Cable Shows 15% Gain: SMI 3/19/2014 1:03 PM Eastern

 

Ad spending on TV rose 30.7% in February from a year ago, driven by two big sporting events, the Super Bowl and the Olympics.

According to research firm Standard Media Index, ad spending on broadcast jumped 43.5% in February, and rose 30.5% during the first two months of 2014. Not surprisingly the biggest gains were show by NBC, which broadcast the Olympics form Sochi, Russia, and Fox, which aired Super Bowl XLVIII.

For their part, cable networks registered a 15% ad revenue gain in February. Through the first two months of the year, cable grew 13.3%.  Big gainers in February, included NBC Sports Network, which was the primary cable home of the Olympics, A&E Network and HGTV.

The ad revenue increases were driven by automakers, whose TV spending soared 61.7% so far this year and financial services, up 41.5%.

SMI says that for the first time in more than a year, television ad revenue grew faster than digital ad revenue. Digital ad revenue gained 22% in February.

SMI gets it data from directly media agencies representing about 60% of total agency spending.

September