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Thanks to the Sochi Games, total ad spending jumped an impressive 5.7% in the first quarter of 2014, to $39.9 billion, according to Kantar Media, the media research specialty firm. For perspective, the Winter Games, alone, were responsible for $600 million in incremental ad spending, estimates Kantar. Without the Winter Olympics, the growth rate would have been less than 4%, the firm estimates. “The Winter Olympics delivered its expected windfall in the first quarter,” said Jon Swallen, chief research officer at Kantar. “But the nature of the event is that this money is narrowly distributed and doesn’t benefit all sectors of the market.”

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