HONG KONG: Advertising expenditure levels in Asia Pacific are set to decline this year, but will return to growth in 2010, Media Partners Asia predicts.

According to the company's figures for the region, adspend will fall by 4.1% in 2009, after estimated ratecard discounts. However, it is expected that totals will improve by 5.8% in 2010, and 6.4% in 2011.

"Media owners in TV, online and print segments can finally take comfort that there will be some stability to earnings and ad spends over the next 12 months," said Vivek Couto, executive director at MPA.

China, India and Indonesia are likely to be the main drivers of this trend, with more established markets like Australia and South Korea also recording upticks.

However, MPA did sound a qualified note of caution, warning that "inflationary pressures" could have an impact in Vietnamese, Indonesian and Indian markets in 2010.

Data sourced from Asia Media Journal; additional content by Warc staff