The latest quarterly forecast from ZenithOptimedia predicts 3.3% growth in TV spend, yet Group M, the UK's biggest media trading outfit, expects TV growth to be only 1%. ITV expects to end the year 3% down overall.
First-quarter TV spend was down 5%, according to Group M, 4% according to ZenithOptimedia.
In newspapers, ZenithOptimedia predicts a 2.5% increase, while one major newspaper group expects a decline of between 4 and 5%.
Across traditional media, the prospects for a bumper 2006 on the back of this summer's World Cup seem unlikely.
Without the World Cup, 2006 would likely have seen the first year-on-year decline since 2001.
According to ZenithOptimedia, online will grow by 29% in 2006, accounting for almost half the total ad growth.
The next biggest rising sector is outdoor, with 4.8% growth predicted.
In radio, it predicts a settling-down of the merger of the Capital and Opus sales houses into GCap and the performances from Chrysalis and Emap, should provide a recovery this year of 2% after a 4.7% decline last year.
A fall in cinema admissions of 3.5% last year led to disappointing revenues for the big screen, but the release of some big films this year should provide a slight lift in admissions.
The Da Vinci Code, Mission Impossible 3, Superman Returns and Casino Royale will lead to a year-on-year advertising increase of 1.2%, the agency claims.