Survey shows increased spending on advertising in 2002

According to data from Expert Monitor, 2002 saw a 22% increase in expenditure on radio advertising while television broadcasters increased their revenues by 5.6%, with the value of the market as a whole rising by 5.2% to zl. 9.6 billion. Nonetheless, representatives of the sector claim that 2002 was the toughest year for radio broadcasters and newspaper publishers, as the official data does not include discounts amounting in some cases to as much as 80%. "These price-list increases are a fiction," said president of media house OMD Poland, Jakub Bierzynski. According to him and his competitors, there was a 10% drop in spending on advertising in real terms. However, they say that it has mostly affected the press and some radio stations. Television broadcasters were the only ones to record a real increase in revenues, which jumped to zl. 6.4 billion in 2002. (Rzeczpospolita, p. A1, B1) M.M.