A report on the Irish entertainment and media industry has forecast that the value of the Irish advertising market will fall by just over 5% this year.
PwC's entertainment and media outlook says advertising will stabilise next year before returning to growth in 2012.
The report says many traditional sectors - especially those depending on advertising - will continue to struggle over the next five years. But it predicts that other areas will continue to grow, including internet access, internet advertising, television subscriptions and video games.
PwC forecasts that internet advertising will grow strongly - by 12.2% this year and an average of 16.3% over the next five years. But it says radio, outdoor and newspaper advertising will fall over the five-year period. Television advertising will drop 5.8% this year, before a return to growth in 2012.
