LONDON: Advertising expenditure levels will rise by almost 4% in the UK this year, but the longer term picture looks less positive.

Enders Analysis, the research firm, estimated that measured media spending should increase by 3.7%, to £15bn ($23.8bn; €17.4bn), in 2010.

Television and the internet are set to drive this trend, while newspapers return to growth, albeit aided by favourable comparisons.

For local and regional print titles, "ongoing structural pressures" could hinder any immediate improvement, and the "headwinds will be even stronger" in 2011.

Indeed, Enders Analysis predicted total advertising revenues might record a 1.1% decline next year if fears of a double-dip recession are realised.

Data sourced from Enders Analysis; additional content by Warc staff