Adspend in the UK is set to rise 2.3%, with France next with a 1.6% rise in advertising spend, according to Ad Barometer -- a study of seven European markets conducted by OMD France and Hachette Filipacchi's ad sales house Interdeco.
The report said that any recovery would be slow to get going.
"Advertisers should increase their promotional spending by 1.7% from 2002, but this is a rate slightly below economic growth of 3% in current value."
The report, called Ad Barometer, said that the drop in advertising revenues across the seven markets it surveyed had slowed. Ad revenues were €148m in 2002 in these countries, down 1% on 2001 revenues. This compares with a 6.2% drop in ad revenues between 2000 and 2001.
The growth in promotional spending this year will be boosted by direct marketing, which is set to rise 2.1%. Media spending will climb just 1.1%.
Last year, spending on non-media or below-the-line advertising fell just 0.1% in Europe, while above-the-line dropped 2.2%.
Ad Barometer measures adspend across Germany, the UK, France, Italy, Spain, Poland and Sweden. It is a joint venture between Omnicom media buying agency OMD France and Hachette Filipacchi's advertising sales house Interdeco. It is published twice a year.
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