The World: Sydney - Adspend to rise by more than 8 per cent

Adspend in Australia will rise by just over 8 per cent next year, with outdoor showing the biggest increase among traditional media outlets, according to new research.

Steve Allen, the managing director of Fusion Strategy, is predicting that media spend will rise by 8.15 per cent in 2008, with online continuing to show the greatest rise - an expected 37 per cent to AUS$2 billion.

Newspapers are expected to record only modest growth of just over 1 per cent to AUS$3.5 billion. Outdoor is forecast to jump 5.8 per cent to AUS$455 million while TV should be up 5 per cent to AUS$3.58 billion.

Another substantial climber is expected to be pay TV, where spending next year is likely to reach AUS$355 million, a rise of 27 per cent.

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