Advertising expenditure in the Asia Pacific region is on the rise as well, from $63.6 billion in 1997 to an expected $122.6 billion in 2011, with a steady single-digit annual growth, except for the years 1997 and 1998, according to ZenithOptimedia.

Although it is down slightly over the years, TV owns the biggest share, from 42.5 percent in 1997 to a projected 37.6 percent in 2011. Its actual expenditure is up from $27 billion to a forecast $46 billion, SFN's World Digital Media Trends 2009 reported.

Newspapers come next with the second largest expenditure, from $21.5 billion in 1997 to $29.9 billion in 2011, although its share is expected to drop from 34 percent to 24.4 percent, the research firm predicts, according to ZenithOptimedia.

Shares of magazines and radio are down, from 8.6 percent to 5.9 percent, and from 5.4 percent to 4.5 percent, respectively.

The Internet, cinema and outdoor sectors, however, mark a gain in shares, especially the Internet, which is expected to see surge in share, from merely 0.1 percent to more than 15 percent, while its actual expenditure rises from $51 million to a projected $19.2 billion, according to the report, World Digital Media Trends 2009, released by SFN and the World Association of Newspapers and News Publishers.