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RESEARCH NEWS: Advertising spend to exceed growth expectations

UK advertising will exceed growth expectation for 2010 according to a report by the Advertising Association (AA).

The report from the AA and Warc, a marketing information portal, claims data suggests that ad spend is returning to growth two quarters earlier than expected. The companies have also upgraded the full-year forecast from 0.4 per cent growth to 2.3 per cent.

2009 saw the biggest advertising fall, of 12 per cent, since measurement began in 1982, the business press saw display revenues drop by 30 per cent. Tim Lefroy, chief executive at the Advertising Association said, "As confidence returns, it is clear that forward thinking organisations are stealing a march on their rivals by investing in advertising."

Interest around the World Cup is expected to boost television advertising as it returned to in Q4 2009. Top line survey results can be found at: