The Daily Mail was one of the biggest winners in the first month, up from 151,000 column centimetres (CCM) - the space size in which ads are bought - to 202,000 CCM. It's mid market rival the Daily Express was also up from 136,000 to 181,000.
There were also strong performances from The Daily Telegraph, up from 213,000 CCM to 286,000 CCM; The Sun, up from 171,000 to 186,000; the Daily Mirror up from 130,000 134,000; The Times, up from 185,000 to 233,000; and The Guardian, up from 214,000 to 218,000.
The volume of ads running in The Independent, currently battling for its future, slipped slightly in January from 139,000 to 131,000, and the Daily Star dropped from 119,000 to 106,000.
The Nielsen data also confirms that most national newspapers suffered major declines in advertising volumes in 2009.
The Guardian and sister title The Observer showed year-on-year declines of more than 20% in the 12 months ending January 2010. This has been largely attributed by media buyers as a result of the group's tight trading policy.
Allison Mckelvie, planner and buyer at Arena BLM, said: "The group is very bullish against the rest of the quality market. If they had traded more reasonably then they have not been down as much."
The data, which includes advertorial, classified and display advertising, reveals The Guardian suffered a 27% year-on-year fall, registering 2.78 million CCM of advertising in the 12 months to January 2010.
But the data – which does not cover expenditure – reveals The Guardian registered a volume increase between December 2009 and January 2010. The Observer fell 23% year on year, registering 725,000 CCM.
A contributory factory, according to the agency, could have been the uncertainty surrounding The Observer last year, which Mckelvie claimed might have "spooked some advertisers".
Yet GN&M was not alone in suffering steep falls. The Independent, which is expected to be sold to Russian oligarch Alexander Lebedev in the coming days, fell 22% from 1.99 million CCM to 1.55 million CCM over the year.
Telegraph Media Group-owned The Telegraph fell 8.3%, from 3.49 million CCM to 3.2 million CCM, while The Daily Mail dropped 6.02%, from 2.34 million CCM to 2.2 million CCM in the period.
There was better news for the Daily Express and The Daily Mirror, which were up over the year - despite falling circulations.
One media buyer said this was the result of the two papers' being less yield focused and more willing to trade.
The Nielsen data reveals only advertising volumes and does not take into account page yield and expenditure.
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