Global adspend will increase by 3.8% in 2010 as the economic outlook improves in most major markets, according to the latest Warc Consensus Forecast.

Based on a weighted average of recent predictions from agencies, media companies and industry bodies, it is estimated that worldwide ad expenditure should rise by a further 4.3% in 2011.

This can be measured against respective figures of 2.8% and 3.8% in April's Forecast, as stronger corporate and consumer confidence stimulates a heightened interest in marketing after sharp cuts in 2009. 

China, India and Russia are due to register an expansion of more than 10% each this year and next, with Brazil, Australia and Canada comprising the second tier of nations in terms of annual growth.

Improving conditions in France, Germany, Italy and the UK indicate the renewed resilience of Western Europe, and the US is in line for successive upticks of 1.7% and 2.7% in the assessment period.

By medium, television revenues will increase by 12.3% in China in 2010, rising to 13.5% in 2011, while totals are also expected to jump by 15.3% and 16.3% in India, and 15% and 18.6% in Russia.

Expenditure levels through this channel are set to rise by 7.1% in the UK and by 6.1% in the US this year, with this acceleration moderating to over 2% in both countries in the following 12 months.

In contrast, broadcasters in Japan and Spain could face modest declines in 2010 before the sector returns to profitability in 2011.

Prospects appear to be least favourable in the US as demand is pegged to fall by 10.3% in 2010 and 5% in 2011, while France, Germany, Italy, Japan, Spain and the UK may also all deliver consecutive drops in income.

Elsewhere, the revenues generated by press titles ought to rise by over 4% annually in Brazil, by around 7% a year in China, and achieve double-digit growth in India and Russia.

Magazine advertising is anticipated to replicate this trend, although the decrease in developed economies will be less severe and the expansion in the BRICs should outpace that for newspapers.

Online is likely to enjoy the most substantial improvement, posting positive figures in every country in 2010 and 2011.