Advertising market picks up slightly following recession

According to data released by Expert Monitor, total expenditures for advertising in the media stand at zl. 7.91 billion after 10 months of 2002 - almost 5% more than over the same period last year. However this amount should be reduced by discounts amounting to 60% in television advertising, 45% in weekly newspapers and 40% in dailies and radio. The revenues of television broadcasters have jumped by 5.4% while radio set a record 21% increase. Among the biggest advertisers are FMCG producers and cellphone operators. The number one advertiser has so far been Procter & Gamble, which spent zl. 330 million on media promotion in the year to October. The recession has not yet resulted in any spectacular bankruptcies, but has caused companies to start cutting costs, consolidating and increasing their PR expenditures. According to specialists, due to current increases in retail sales and drops in inflation and interest rates, advertising company revenues should increase in the second quarter of 2003. However, the market should grow by no more than 3% next year and in the following years by no more than 9%. (Prawo i Gospodarka, pp. 1, 4) M.M.