Mark Sweney on MediaGuardian today has good and bad news about advertising forecasts. The good is that Sir Martin Sorrell's Group M has "dramatically" raised its forecast for the UK advertising market in 2010, from flat to 4.2% year-on-year growth. Group M, WPP's combined media buying operation, expects a particular surge in TV advertising, revising its forecast from an overall decline for 2010 to a year-on-year increase of almost 12%. National newspaper advertising, which had been predicted in December to be down 6.6% this year, is now expected to be down just 2% this year and to show growth of 2% in 2011. The bad news is for regional newspaper advertising, with Group M forecasting an ad revenue fall of 7% in 2010. The forecast is for a further 4% fall in 2011.
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