Most of the world’s largest advertising markets are set to return to growth this year, with TV and the Internet leading the trend.

The Warc International Ad Forecast reports that trading conditions are likely to get better, both this year and in 2011, with adspend across countries such as Brazil, China, Germany, India, Japan, the UK and US rising by 4.5 per cent (current prices) to $316.9bn (£209.5bn; €253bn) in 2010.

This amount is still below the $327bn adspend level recorded in 2006, before the economic downturn.

Warc expects India to post the most substantial improvement in 2010, generating an increase of 15.6 per cent on an annual basis, while demand in Brazil and Russia should rise by 14.5 per cent. It predicts that China will see an increase of 13.5 per cent this year and an even faster acceleration next year.

Germany, Italy, France, Canada and the US are all likely to see growth in 2010 and 2011, when total expenditure is estimated at $330bn.

The Internet will be the fastest-growing medium in 2010, up by 15.1 per cent over the 12 markets assessed by Warc this year. The UK currently has the highest proportion of online spend, with the web expected to take 29 per cent of all revenues in 2011. UK adspend is projected to jump by 4.5 per cent in 2010 and 2.9 per cent next year.

Across all the countries analysed, television advertising sales will rise by 6.2 per cent this year and 4.4 per cent in 2011 to $125.4bn – about the same amount as was registered in 2008. The BRIC nations will be the main contributors to this trend.

Further contractions are foreseen for both magazine and newspaper spending in 2010 and 2011, however cinema, radio and outdoor are likely to register single-digit increases.