In Begium, the overall advertising expenditure grew from €1.94 billion in 2002 to over €2.88 billion in 2007, and is expected to reach €3.15 billion in 2009, according to research data from ACP, MediaMark Belgium, CIM, MDB, IAB and ZenithOptimedia, as reported in World Press Trends 2007.

Television is the overall winner from 2002 through 2009, owning the biggest share of ad expenditure. In a distant second place throughout the years is newspapers.

Newspapers, magazines, radio, cinema, outdoor and the Internet are seeing growth each year. Television, however, which dropped from 2004 to 2005, was back up in 2006 and is expected to continue to grow through 2009, according to the figures.

Internet ad expenditure was up from a 3.1 percent share of total ad spending in 2006, to 4.2 percent in 2007, and is expected to account for a 4.8 percent share in 2008 and 5.3 percent share in 2009.

Although newspaper ad expenditure keeps increasing through 2009, overall share is in decline. It decreased from 25.9 percent in 2006 to 24.7 percent in 2007, and is expected to continue to decrease to a 23.6 percent share in 2009, according to the World Association of Newspapers.