Why is Smokey Bear on TV so much lately?

Holy smokes, we get the message!

If you've noticed a lot more public service announcements featuring Smokey the Bear — preaching how "only you can prevent wildfires" — you're not alone.

Sometimes the advertisements are even running back-to-back, especially during televised sporting events like NFL games. What gives?

Networks donate the airtime, so they control how often the PSAs run, says Ellyn Fisher, spokeswoman for the Ad Council. She didn't have data available on the exact frequency, but admits they've noticed a "significant increase" in donated airtime.

"It's been a great year for our beloved Smokey the Bear," Fisher says. "I've seen the PSAs a lot."

Fox and CBS representatives couldn't comment on whether the ads were being used to fill empty airtime.

But the Smokey saturation is likely due to his age, says Miki Chase, a spokeswoman for the Television Bureau of Advertising, a trade association.

Smokey, the longest-running public service campaign in the country, turned 70 in August, and rolled out new, hipper ads to go with it.

The 70th birthday also means more visibility for new Smokey anniversary-branded T-shirts and other products in stores like Gap, Old Navy, Sears and Walmart, says Libby Kavoulakis, managing member for the Metis Group, Smokey's official licensing arm.

If you're celebrating his birthday, just remember: Smokey is not a fan of candles.