NRA increased online ad spending sixfold after Parkland

The National Rifle Association halted its advertising immediately after the Parkland, Fla. school shooting, but redoubled its efforts within four days of the tragedy.

It spent so recklessly after the short-lived dark period that its ads even appeared on YouTube videos aimed at children.

On Feb. 14 2017, a former student left 17 dead leading to a masive movement by students to force a change in gun laws.

The NRA spent more than six times as much on digital ads after the mass shooting than it did in the weeks before the Valentine’s Day massacre, according to data from Pathmatics, the Chicago Tribune reported.

Related: Companies cutting ties with the NRA: 

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@enamoredgirl Customer feedback has caused us to review our relationship with the NRA. As a result, First National… https://t.co/uPKwPFMHxo
Allied Van Lines no longer has an affiliate relationship with the NRA effective immediately. We have asked them to… https://t.co/IQlB6e4gzi
northAmerican Van Lines no longer has an affiliate relationship with the NRA effective immediately. We have asked t… https://t.co/VLJCWSldAm
Symantec has stopped its discount program with the National Rifle Association.
@grafinator @NRA Best Western Hotels & Resorts does not have any affiliation with and is not a corporate partner of… https://t.co/eMnkiPN3YW
@iainjgrant Please know, Wyndham is no longer affiliated with the NRA.
Thank you all for your feedback. Paramount Rx issued the statement below. “The prescription discount program that… https://t.co/ZFpIwKlpej
We have made the decision not to renew our discount program with the NRA. We will be asking them to remove our info… https://t.co/4eqO3kUR1W

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The gun-rights group spent an average of $11,300 a day in the 24 days before Parkland — a figure that jumped to $47,300 in the 24 days after the tragedy.

The group pumped money into ads on social media — primarily Facebook — where spending jumped from an average of $4,400 a day in the three weeks before Parkland to $34,000 a day in the three weeks after the silent period. according to the report.

The group targeted Florida in its ad spending bump — the state went from the ninth most-targeted in January to the third most-targeted between mid-February and mid-March, the data shows.

The NRA’s message remained the same but was pushed harder. according to the report.

The group’s spending was so indiscriminate that that its ads appeared on a You Tube channel for school-age children called Kids’ Toys, according to Pathmatics, the Chicago Tribune reported.

“From an advertising perspective, it’s interesting because this event energized the NRA’s base. But from the tone-deafness of the response, I’m very surprised,” Pathmatics CEO Gabriel Gottlieb told the Chicago Tribune.

Related: See scenes from the March For Our Lives rally: 

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Hundreds of thousands attend March for Our Lives in Washington DC
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Hundreds of thousands attend March for Our Lives in Washington DC
People arrive early for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. Galvanized by a massacre at a Florida high school, hundreds of thousands of Americans are expected to take to the streets in cities across the United States on Saturday in the biggest protest for gun control in a generation. / AFP PHOTO / JIM WATSON (Photo credit should read JIM WATSON/AFP/Getty Images)
WASHINGTON, DC - MARCH 24: Students from Centreville, Virginia wear targets on their chests as they arrive for the March for Our Lives rally March 24, 2018 in Washington, DC. Hundreds of thousands of demonstrators, including students, teachers, and parents are expected to gather for the anti-gun violence rally, spurred largely by the shooting that took place on Valentine's Day at Marjory Stoneman Douglas High School in Parkland, Florida where 17 people died. (Photo by Win McNamee/Getty Images)
WASHINGTON, DC - MARCH 24: Students from Centreville, Virginia wear targets on their chests as they arrive for the March for Our Lives rally March 24, 2018 in Washington, DC. Hundreds of thousands of demonstrators, including students, teachers, and parents are expected to gather for the anti-gun violence rally, spurred largely by the shooting that took place on Valentine's Day at Marjory Stoneman Douglas High School in Parkland, Florida where 17 people died. (Photo by Win McNamee/Getty Images)
A student from Baltimore, Maryland, holds a protest sign during the March for Our Lives Rally in Washington, DC on March 24, 2018. Galvanized by a massacre at a Florida high school, hundreds of thousands of Americans are expected to take to the streets in cities across the United States on Saturday in the biggest protest for gun control in a generation. / AFP PHOTO / Alex Edelman (Photo credit should read ALEX EDELMAN/AFP/Getty Images)
A student from Baltimore, Maryland, holds a protest sign during the March for Our Lives Rally in Washington, DC on March 24, 2018. Galvanized by a massacre at a Florida high school, hundreds of thousands of Americans are expected to take to the streets in cities across the United States on Saturday in the biggest protest for gun control in a generation. / AFP PHOTO / Alex Edelman (Photo credit should read ALEX EDELMAN/AFP/Getty Images)
Participants hold up signs as students and gun control advocates hold the "March for Our Lives" event demanding gun control after recent school shootings at a rally in Washington, U.S., March 24, 2018. REUTERS/Aaron P. Bernstein
A woman wears a protest shirt as people arrive early for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. / AFP PHOTO / Alex Edelman (Photo credit should read ALEX EDELMAN/AFP/Getty Images)
WASHINGTON, DC - MARCH 24: People protest during the March for Our Lives rally on March 24, 2018 in Washington, DC. More than 800 March for Our Lives events, organized by survivors of the Parkland, Florida school shooting on February 14 that left 17 dead, are taking place around the world to call for legislative action to address school safety and gun violence. (Photo by Mark Wilson/Getty Images)
A demonstrator arrives before students and gun control advocates hold the "March for Our Lives" event demanding gun control after recent school shootings at a rally in Washington, U.S., March 24, 2018. REUTERS/Eric Thayer
WASHINGTON, DC - MARCH 24: Protesters gather for the March for Our Lives rally along Pennsylvania Avenue March 24, 2018 in Washington, DC. Hundreds of thousands of demonstrators, including students, teachers and parents gathered in Washington for the anti-gun violence rally organized by survivors of the Marjory Stoneman Douglas High School school shooting on February 14 that left 17 dead and 17 others wounded. More than 800 related events are taking place around the world to call for legislative action to address school safety and gun violence. (Photo by Chip Somodevilla/Getty Images)
People arrive for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. Galvanized by a massacre at a Florida high school, hundreds of thousands of Americans are expected to take to the streets in cities across the United States on Saturday in the biggest protest for gun control in a generation. / AFP PHOTO / Alex Edelman (Photo credit should read ALEX EDELMAN/AFP/Getty Images)
People arrive for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. Galvanized by a massacre at a Florida high school, hundreds of thousands of Americans are expected to take to the streets in cities across the United States on Saturday in the biggest protest for gun control in a generation. / AFP PHOTO / Alex Edelman (Photo credit should read ALEX EDELMAN/AFP/Getty Images)
People arrive for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. Galvanized by a massacre at a Florida high school, hundreds of thousands of Americans are expected to take to the streets in cities across the United States on Saturday in the biggest protest for gun control in a generation. / AFP PHOTO / Alex Edelman (Photo credit should read ALEX EDELMAN/AFP/Getty Images)
WASHINGTON, DC - MARCH 24: People protest during the March for Our Lives rally on March 24, 2018 in Washington, DC. More than 800 March for Our Lives events, organized by survivors of the Parkland, Florida school shooting on February 14 that left 17 dead, are taking place around the world to call for legislative action to address school safety and gun violence. (Photo by Mark Wilson/Getty Images)
WASHINGTON, DC - MARCH 24: People protest during the March for Our Lives rally on March 24, 2018 in Washington, DC. More than 800 March for Our Lives events, organized by survivors of the Parkland, Florida school shooting on February 14 that left 17 dead, are taking place around the world to call for legislative action to address school safety and gun violence. (Photo by Mark Wilson/Getty Images)
WASHINGTON, DC - MARCH 24: People protest during the March for Our Lives rally on March 24, 2018 in Washington, DC. More than 800 March for Our Lives events, organized by survivors of the Parkland, Florida school shooting on February 14 that left 17 dead, are taking place around the world to call for legislative action to address school safety and gun violence. (Photo by Mark Wilson/Getty Images)
People arrive for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. Galvanized by a massacre at a Florida high school, hundreds of thousands of Americans are expected to take to the streets in cities across the United States on Saturday in the biggest protest for gun control in a generation. / AFP PHOTO / JIM WATSON (Photo credit should read JIM WATSON/AFP/Getty Images)
People arrive for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. Galvanized by a massacre at a Florida high school, hundreds of thousands of Americans are expected to take to the streets in cities across the United States on Saturday in the biggest protest for gun control in a generation. / AFP PHOTO / JIM WATSON (Photo credit should read JIM WATSON/AFP/Getty Images)
WASHINGTON, DC - MARCH 24: People protest during the March for Our Lives rally on March 24, 2018 in Washington, DC. More than 800 March for Our Lives events, organized by survivors of the Parkland, Florida school shooting on February 14 that left 17 dead, are taking place around the world to call for legislative action to address school safety and gun violence. (Photo by Mark Wilson/Getty Images)
WASHINGTON, DC - MARCH 24: People protest during the March for Our Lives rally on March 24, 2018 in Washington, DC. More than 800 March for Our Lives events, organized by survivors of the Parkland, Florida school shooting on February 14 that left 17 dead, are taking place around the world to call for legislative action to address school safety and gun violence. (Photo by Mark Wilson/Getty Images)
WASHINGTON, DC - MARCH 24: Protesters arrive for the March for Our Lives rally March 24, 2018 in Washington, DC. Hundreds of thousands of demonstrators, including students, teachers, and parents are expected to gather for the anti-gun violence rally, spurred largely by the shooting that took place on Valentine's Day at Marjory Stoneman Douglas High School in Parkland, Florida where 17 people died. (Photo by Win McNamee/Getty Images)
WASHINGTON, DC - MARCH 24: Protesters arrive for the March for Our Lives rally March 24, 2018 in Washington, DC. Hundreds of thousands of demonstrators, including students, teachers, and parents are expected to gather for the anti-gun violence rally, spurred largely by the shooting that took place on Valentine's Day at Marjory Stoneman Douglas High School in Parkland, Florida where 17 people died. (Photo by Win McNamee/Getty Images)
WASHINGTON, DC - MARCH 24: Protesters arrive for the March for Our Lives rally March 24, 2018 in Washington, DC. Hundreds of thousands of demonstrators, including students, teachers, and parents are expected to gather for the anti-gun violence rally, spurred largely by the shooting that took place on Valentine's Day at Marjory Stoneman Douglas High School in Parkland, Florida where 17 people died. (Photo by Win McNamee/Getty Images)
People arrive for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. Galvanized by a massacre at a Florida high school, hundreds of thousands of Americans are expected to take to the streets in cities across the United States on Saturday in the biggest protest for gun control in a generation. / AFP PHOTO / Nicholas Kamm (Photo credit should read NICHOLAS KAMM/AFP/Getty Images)
People arrive for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. Galvanized by a massacre at a Florida high school, hundreds of thousands of Americans are expected to take to the streets in cities across the United States on Saturday in the biggest protest for gun control in a generation. / AFP PHOTO / Nicholas Kamm (Photo credit should read NICHOLAS KAMM/AFP/Getty Images)
People arrive for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. Galvanized by a massacre at a Florida high school, hundreds of thousands of Americans are expected to take to the streets in cities across the United States on Saturday in the biggest protest for gun control in a generation. / AFP PHOTO / Nicholas Kamm (Photo credit should read NICHOLAS KAMM/AFP/Getty Images)
People arrive for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. Galvanized by a massacre at a Florida high school, hundreds of thousands of Americans are expected to take to the streets in cities across the United States on Saturday in the biggest protest for gun control in a generation. / AFP PHOTO / Nicholas Kamm (Photo credit should read NICHOLAS KAMM/AFP/Getty Images)
People arrive for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. Galvanized by a massacre at a Florida high school, hundreds of thousands of Americans are expected to take to the streets in cities across the United States on Saturday in the biggest protest for gun control in a generation. / AFP PHOTO / Nicholas Kamm (Photo credit should read NICHOLAS KAMM/AFP/Getty Images)
People arrive for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. Galvanized by a massacre at a Florida high school, hundreds of thousands of Americans are expected to take to the streets in cities across the United States on Saturday in the biggest protest for gun control in a generation. / AFP PHOTO / Nicholas Kamm (Photo credit should read NICHOLAS KAMM/AFP/Getty Images)
WASHINGTON, DC - MARCH 24: Protesters hold signs as they wait for the beginning of the March for Our Lives rally on March 24, 2018 in Washington, DC. More than 800 March for Our Lives events, organized by survivors of the Parkland, Florida school shooting on February 14 that left 17 dead, are taking place around the world to call for legislative action to address school safety and gun violence. (Photo by Alex Wong/Getty Images)
WASHINGTON, DC - MARCH 24: Protesters Daisy Hernandez of Virginia (R) and Hunter Nguyen of Maryland (L) hold their hands up as they wait for the beginning of the March for Our Lives rally on March 24, 2018 in Washington, DC. More than 800 March for Our Lives events, organized by survivors of the Parkland, Florida school shooting on February 14 that left 17 dead, are taking place around the world to call for legislative action to address school safety and gun violence. (Photo by Alex Wong/Getty Images)
People arrive for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. Galvanized by a massacre at a Florida high school, hundreds of thousands of Americans are expected to take to the streets in cities across the United States on Saturday in the biggest protest for gun control in a generation. / AFP PHOTO / ANDREW CABALLERO-REYNOLDS (Photo credit should read ANDREW CABALLERO-REYNOLDS/AFP/Getty Images)
People arrive for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. Galvanized by a massacre at a Florida high school, hundreds of thousands of Americans are expected to take to the streets in cities across the United States on Saturday in the biggest protest for gun control in a generation. / AFP PHOTO / ANDREW CABALLERO-REYNOLDS (Photo credit should read ANDREW CABALLERO-REYNOLDS/AFP/Getty Images)
People arrive for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. Galvanized by a massacre at a Florida high school, hundreds of thousands of Americans are expected to take to the streets in cities across the United States on Saturday in the biggest protest for gun control in a generation. / AFP PHOTO / JIM WATSON (Photo credit should read JIM WATSON/AFP/Getty Images)
People arrive for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. Galvanized by a massacre at a Florida high school, hundreds of thousands of Americans are expected to take to the streets in cities across the United States on Saturday in the biggest protest for gun control in a generation. / AFP PHOTO / ANDREW CABALLERO-REYNOLDS (Photo credit should read ANDREW CABALLERO-REYNOLDS/AFP/Getty Images)
People arrive for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. Galvanized by a massacre at a Florida high school, hundreds of thousands of Americans are expected to take to the streets in cities across the United States on Saturday in the biggest protest for gun control in a generation. / AFP PHOTO / Nicholas Kamm (Photo credit should read NICHOLAS KAMM/AFP/Getty Images)
People arrive for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. Galvanized by a massacre at a Florida high school, hundreds of thousands of Americans are expected to take to the streets in cities across the United States on Saturday in the biggest protest for gun control in a generation. / AFP PHOTO / Nicholas Kamm (Photo credit should read NICHOLAS KAMM/AFP/Getty Images)
People arrive early for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. Galvanized by a massacre at a Florida high school, hundreds of thousands of Americans are expected to take to the streets in cities across the United States on Saturday in the biggest protest for gun control in a generation. / AFP PHOTO / Nicholas Kamm (Photo credit should read NICHOLAS KAMM/AFP/Getty Images)
People arrive early for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. Galvanized by a massacre at a Florida high school, hundreds of thousands of Americans are expected to take to the streets in cities across the United States on Saturday in the biggest protest for gun control in a generation. / AFP PHOTO / Nicholas Kamm (Photo credit should read NICHOLAS KAMM/AFP/Getty Images)
People arrive early for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. Galvanized by a massacre at a Florida high school, hundreds of thousands of Americans are expected to take to the streets in cities across the United States on Saturday in the biggest protest for gun control in a generation. / AFP PHOTO / Nicholas Kamm (Photo credit should read NICHOLAS KAMM/AFP/Getty Images)
People arrive early for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. Galvanized by a massacre at a Florida high school, hundreds of thousands of Americans are expected to take to the streets in cities across the United States on Saturday in the biggest protest for gun control in a generation. / AFP PHOTO / JIM WATSON (Photo credit should read JIM WATSON/AFP/Getty Images)
WASHINGTON, DC - MARCH 24: Protesters gather for the March for Our Lives rally along Pennsylvania Avenue March 24, 2018 in Washington, DC. Hundreds of thousands of demonstrators, including students, teachers and parents gathered in Washington for the anti-gun violence rally organized by survivors of the Marjory Stoneman Douglas High School school shooting on February 14 that left 17 dead and 17 others wounded. More than 800 related events are taking place around the world to call for legislative action to address school safety and gun violence. (Photo by Chip Somodevilla/Getty Images)
WASHINGTON, DC - MARCH 24: Protesters gather for the March for Our Lives rally along Pennsylvania Avenue March 24, 2018 in Washington, DC. Hundreds of thousands of demonstrators, including students, teachers and parents gathered in Washington for the anti-gun violence rally organized by survivors of the Marjory Stoneman Douglas High School school shooting on February 14 that left 17 dead and 17 others wounded. More than 800 related events are taking place around the world to call for legislative action to address school safety and gun violence. (Photo by Chip Somodevilla/Getty Images)
People arrive early for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. / AFP PHOTO / Alex Edelman (Photo credit should read ALEX EDELMAN/AFP/Getty Images)
People arrive early for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. / AFP PHOTO / MANDEL NGAN (Photo credit should read MANDEL NGAN/AFP/Getty Images)
A man holds a sign as people arrive early for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. / AFP PHOTO / Andrew CABALLERO-REYNOLDS (Photo credit should read ANDREW CABALLERO-REYNOLDS/AFP/Getty Images)
People arrive early for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. / AFP PHOTO / MANDEL NGAN (Photo credit should read MANDEL NGAN/AFP/Getty Images)
People arrive early for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. / AFP PHOTO / MANDEL NGAN (Photo credit should read MANDEL NGAN/AFP/Getty Images)
TOPSHOT - People arrive early for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. / AFP PHOTO / MANDEL NGAN (Photo credit should read MANDEL NGAN/AFP/Getty Images)
People arrive early for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. / AFP PHOTO / MANDEL NGAN (Photo credit should read MANDEL NGAN/AFP/Getty Images)
People arrive early for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. / AFP PHOTO / MANDEL NGAN (Photo credit should read MANDEL NGAN/AFP/Getty Images)
People arrive early for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. / AFP PHOTO / MANDEL NGAN (Photo credit should read MANDEL NGAN/AFP/Getty Images)
People arrive early for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. / AFP PHOTO / MANDEL NGAN (Photo credit should read MANDEL NGAN/AFP/Getty Images)
People arrive early for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. / AFP PHOTO / MANDEL NGAN (Photo credit should read MANDEL NGAN/AFP/Getty Images)
Angela Sitaras, a junior at Marjory Stoneman Douglas High School in Parkland, Florida, holds a sign referring to the 17 students killed in the February 14 mass shooting at her high school as she rallies with thousands of other students and young people at the "March for Our Lives" event demanding gun control in Washington, U.S., March 24, 2018. REUTERS/Jonathan Ernst
Protesters raise signs during a "March For Our Lives" demonstration demanding gun control in New York City, U.S. March 24, 2018. REUTERS/Shannon Stapleton
Michael J. Weissman, 18, a Marjory Stoneman Douglas student, where a mass shooting occurred last February 14 that left 17 dead, carries a sign as he and other participants hold the "March for Our Lives" event demanding gun control after recent school shootings at a rally in Washington, U.S., March 24, 2018. REUTERS/Leah Millis
Participants hold up signs as students and gun control advocates hold the "March for Our Lives" event demanding gun control after recent school shootings at a rally in Washington, U.S., March 24, 2018. REUTERS/Aaron P. Bernstein
Participants carry signs and show slogans on their hands as students and gun control advocates hold the "March for Our Lives" event demanding gun control after recent school shootings at a rally in Washington, U.S., March 24, 2018. REUTERS/Aaron P. Bernstein TEMPLATE OUT.
Isabel White, an 8th grader who will go to Marjory Stoneman Douglas High School in Parkland, Florida next year, displays a banner as students and gun control advocates hold the "March for Our Lives" event demanding gun control after recent school shootings at a rally in Washington, U.S., March 24, 2018. REUTERS/Jonathan Ernst
WASHINGTON, DC - MARCH 23: The stage for the March for Our Lives rally is seen along Pennsylvania Ave NW as workers build the stage ahead of the March for Our Lives rally on Friday, March 23, 2018, in Washington, D.C. (Photo by Salwan Georges/The Washington Post via Getty Images)
The US Capitol building is seen as people arrive early for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. / AFP PHOTO / Andrew CABALLERO-REYNOLDS (Photo credit should read ANDREW CABALLERO-REYNOLDS/AFP/Getty Images)
The US Capitol building is seen as people arrive early for the March For Our Lives rally against gun violence in Washington, DC on March 24, 2018. / AFP PHOTO / Andrew CABALLERO-REYNOLDS (Photo credit should read ANDREW CABALLERO-REYNOLDS/AFP/Getty Images)
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