A mixture of changes in ad rates and adspend has been forecast for European countries and for emerging economies like India ad China, which will likely cause TV advertising rates to fall 7 percent in the United Kingdom this year, according to the World Advertising Research Center's Global Media Inflation Benchmarks Survey, out Friday.

Meanwhile, TV ad rates in China and Russia are expected to increase by 12 percent and 16 percent, respectively, while India's will increase by 6 percent. In the United States, TV ad rates are forecast to rise by about 2 percent in 2009, even as overall adspend levels drop by 3 percent, according to the survey.

Japan's ad rates and TV adspend will decrease by 1 percent and 2 percent, respectively, according to the WARC survey.

Spain's ad rates will see a 4 percent fall this year. Adspend is expected to decline by 3 percent to 4 percent in France and Germany, while TV rates are slated to increase by 4% and 5%, respectively, the survey reported.