TV ad spend to fall 30% by 2010

The decline is in real terms, which removes the effect of inflation, and is closer to 19% when the changes are measured with inflation included.

By the end of this year, TV ad spend is expected to have fallen to £3.3bn, from £3.5bn last year. By 2009, TV ad spend is predicted to have fallen to £2.9bn and by 2010, to £2.8bn.

Online growth and the appeal of online media, as well as the analogue to digital broadcast shift, are all structural changes cited for the decrease in TV national advertising revenue by Enders.

Further structural change could follow, according to the report, as the funding gap between the BBC and the commercial broadcasters grows, fuelled by poor economic conditions and a gradual shift to more personalised media consumption in the digital age.

TV fared relatively well, though, in comparison to other media sectors, with the compound annual growth rate of total advertising down only 1.8% at the end of a six-year period spanning 2007 to 2013.

Press (print only) over the same period is predicted to be down by 9.3%, radio by 6.1%, cinema by 2.8% and outdoor by 0.6%.

The internet is the only medium expected to show growth, with its compound annual growth rate thought to be up by 10.6% by end of 2013.