The worst of the recession—which caused global ad expenditure to have dropped approximately 10.2% in 2009&emdash;seems to be over. History shows us that in the past two recessions, it took a course of three years for the global ad market to recover, and the same pattern is expected for the recovery of our present recession. Of course, the recovery time can differ based on the region. Both ZenithOptimedia and GroupM revised the global ad spending predictions that they had given just a few months ago for healthier ones. As published in Adweek, "GroupM says that Latin America will return to double-digit growth next year, with an increase of 10.5 percent to nearly $27 billion, an improvement over the 7 percent gain the region will garner this year to $24.3 billion." Coinciding, ZenithOptimedia predicts the region to grow 8.1 percent in 2010. According to ZenithOptimedia, "Plenty of markets in the developing world—particularly in Asia and Latin America—have continued to grow this year, however, and are already picking up speed after a slowdown in the first half of 2009. We expect these regions to return to healthy growth in 2010."

Based on the forecasts, it appears that Latin America and Asia will reach faster and greater growth, since they're the strongest markets. Meanwhile, North America and Western Europe will take longer to pick up as both agencies foresee further spending declines in 2010, although much smaller compared to 2009. In reference to share of adspend by medium, there will be increases in the following mediums in 2010 vs. 2009: Television (.5%), Internet (.3%), and Outdoor (.1%).

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Source: http://www.zenithoptimedia.com/gff/pdf/Adspend%20forecasts%20December%202009.pdf http://www.adweek.com/aw/content_display/news/media/e3i95d54a7400b0adb05c1bcf1f3033e502