The detail is part of a broad research picture, also outlining the latest UK advertising and inflation estimates for the period 1999 to 2004. The report shows a predicted 6% increase in all advertising revenue for 2001, along with a 4.3% rise in overall media inflation. These facts are thought to underline the strength of the current UK economy. However, a slight reduction in demand for most advertising is expected.

The findings continue in detailing that, apart from the Internet, cinema should enjoy the highest revenue increase (some 8%) and radio the highest level of inflation (also 8%) during 2001. TV inflation looks set to rise to 6% over the same period, compared with 4% for the year 2000. This increase is partly expected because of the BBC's and Sky's assault on ITV's share of viewing. TV ad expenditure for 2001 is estimated to increase by 7% to £3.5bn. Optimedia also predicts that revenue increases for national newspapers will be lower than in the recent past, dropping to 3% for 2001.

Picking up on the particular growth predicted for new media advertising, Optimedia European research director Anthony Jones said, "A number of commentators have predicted the demise of Internet advertising, but we don't see that happening. The Internet is still going to show healthy growth, but where that growth is coming from is changing, from dot-coms to traditional advertisers."