Advertisers will keep spending more on TV advertising this year, most likely €209 million versus €222 million in 2009.

Print advertising spend could fall 27% in 2010 on a like-for-like basis, to €27 million, while the radio is set to take a sharper loss, from €25 million to €23 million.

Outdoor advertising spend should not exceed €35 million this year, as compared to €42 million in 2009.

The only medium to see some ray of light this year will be the online ad display sector which combined with the cinema, could absorb some €14 million this year, €1 million more than in 2009.