Bellwether: Advertisers more optimistic for 2010

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The Financial Times reports that advertisers are setting higher budgets for 2010, a sign that the downward trend for advertising revenue may have reversed.

Out of the 300 companies surveyed for the Bellwether report, two-thirds answered that they were preparing to increase their advertising budgets this year although the amounts involved were “relatively lacklustre by the historical standards of the Bellwether survey”, the FT said.

Newspapers suffered the worst fall in advertising compared to other industries with some sectors, such as property adverts, falling 60 per cent over two years.

However, the companies involved in the survey said they were “the most optimistic about the financial outlook for their industries in almost five years”, advertising trade body the IPA said in a press release

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