LONDON: Advertising expenditure levels in the UK are set to fall by 7.6% this year, before rising by 0.8% in 2010, according to figures reported in the latest quarterly Advertising Forecast, produced by WARC on behalf of the Advertising Association.

It is predicted that the advertising downturn will be particularly severe in the country in the first two quarters of this year, with spending levels down 11.7% and 9.9% respectively in this period.

TV ad revenues are set to decline by 16% in the first quarter and 12.9% in Q2, contributing to a slump of 10.3% for the year as a whole, before the medium posts a slight upturn in 2010.

Online growth is also set to slow to 3.5% this year and to reach 6.9% in 2010, compared with an expansion of 39.5% in 2007 and 17.3% last year.

National newspaper revenues are also predicted to slide by 9.5% this year, with radio down by 7.7%, consumer magazines by 7.4% and outdoor by 5.3%.

All advertiser categories are likely cut their outlay this year, with the most substantial decline in the financial sector, at 14.8%, and the smallest drop off being a 0.3% slide in government spending.

New adspend figures for last year for countries including Japan, South Africa, Malaysia and a number of European nations can be accessed by WARC subscribers by clicking here.

To view more information about the quarterly Advertising Forecast, click here.

Data sourced from The Advertising Forecast