Social media ad spending was up in the first quarter, but the dollars came from other sources on the Web as well as print and radio, not TV, according to estimates by Magna Global. TV spending was up 4.5% for the period, while print lost 5.6%. For the year, Magna predicts political and Olympic advertising will raise TV spending 6.8%, while newspapers and magazines see 6% and 5.9% less ad revenue.

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