SYDNEY: Adspend levels in Australia increased by 9.6% in H1 2010, with growth mainly driven by online, television and outdoor.

Figures from the Commercial Economic Advisory Service of Australia suggested total expenditure hit A$6.7bn ($6.3bn; €4.8bn; £4.0bn) overall in the six-month period.

Free-to-air metropolitan TV stations recorded a 20.2% improvement, followed by online on 19.3%, and pay-TV on 18.1%.

Elsewhere, outdoor sales climbed by 15.1%, regional free-to-air TV by 14.3%, newspapers by 7.1%, radio by 6.2% and magazines by 3%.

Adspend for directories fell by 8.2% - although this was the only major sector to endure a decline.

The increased spending suggests a new confidence among advertisers, following the global economic slowdown.

"It shows that we are really recovering from the downturn - that's the main thing," Bernard Holt, executive chairman of CEASA, said.

"The market is looking very strong."

Data sourced from AdNews; additional content by Warc staff