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2010 ad spending projected to rise 4.1%

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New York—Advertising expenditures in the U.S. will rise 4.1% this year to $170 billion, boosted by political ads and network TV spots during the Winter Olympic games earlier in the year, according to MagnaGlobal, the Interpublic Group of Cos. forecasting and media buying unit.

In addition, Magna's “U.S. Advertising Revenues Forecast” projects that online advertising expenditures in the U.S. will hit $25.6 billion, a 12.1% increase over 2009 levels.

The largest ad platform in the U.S. remains television, with $58.6 billion spent in all TV sectors, and with ad revenue growth of about 13.4% during the second quarter, compared with the same period last year. The company projects that this level of growth in national and local cable and broadcast TV will persist through the end of the year.

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