Risks in 2011 include the effect of government spending cuts as well as concerns about unemployment, .
AA and Warc have upwardly revised their estimate of 2010 adspend from the 5.4% predicted in September to 6.6%.
This would make 2010 the strongest year for adspend growth since 2004, but would only put expenditure back to the levels of 2003-2004 following several difficult years for the industry.
The VAT increase from 15% to 17.5% scheduled for January is expected to have led advertisers to bring spend forward into the fourth quarter of this year.
Suzy Young, data editor at Warc, said: "While UK adspend has exceeded all expectations so far in 2010, it's wise to remain cautious when looking to next year.
"We expect spend to increase by just over 2% in 2011, but there are risks ahead, especially with government spending cuts and concerns about unemployment."
.jpg)
.jpg)