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Magna Global announced today that it revised its 2014 U.S. advertising forecast slightly upward, eyeing a 6 percent increase in overall media sales, for a total of $168 billion.
The media agency previously had projected a lift of 5.5 percent, to $167.1 billion.
According to Magna, the $900 million swing is a function of an improving macroeconomic outlook and a number of incremental infusions of ad sales dollars tied to one-off events. These include ESPN and Univision’s presentation of the 2014 FIFA World Cup, NBC’s coverage of the Sochi Olympics and the mid-term elections.
TV will reap the greatest benefits from these non-recurring events, with ad sales growth of 8.3
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