Internet Ad Spend Will See A Tiny Bump From Summer Olympics: Analyst

Internet advertising will attract only $70 million in ad spend related to the summer Olympics, out of a total $1.5 billion in expected expenditures for the Beijing event, according to Lehman Brothers analyst Doug Anmuth’s Internet Inside Weekly report (pdf only, not online). Most of that $70 million will go to NBC’s websites, while $30 million will be up for grabs by sites unrelated to the TV network. Other findings in Anmuth’s research note include:

— Sports sites such as Yahoo (NSDQ: YHOO) Sports, ESPN (NYSE: DIS), Fox Sports on MSN, and AOL (NYSE: TWX) Sports are likely to attract larger than normal audience numbers and greater usage directly related to the Olympics, whether or not they are tied to official sponsorship with NBC or the Olympic Games. While the major portals are likely to draw in the remaining Olympics ad spend, Google (NSDQ: GOOG) is not expected to see an appreciable benefit. Anmuth bases his view on comScore’s (NSDQ: SCOR) figures for the