Advertising expenditure in Western Europe, at $81.9 billion in 1997, is projected to reach $127.1 billion in 2011, according to ZenithOptimedia.

In 1997, newspapers had the biggest share, at 37.6 percent. However, newspapers' claim on the ad expenditure pie is shrinking, expected to continue to decrease to 27.1 percent in 2011, leaving the first spot to TV that year. Its actual expenditure is up a little from $30.8 billion to $34.4 billion, SFN's World Digital Media Trends 2009 reported.

TV, which owned 29.8 percent, or $24.4 billion, of the overall ad expenditure in the region in 1997, is expected to become the medium with the largest share in 2011, at $37.5 billion, due to newspaper sectors' decline.

Magazines owned 21 percent of the overall ad spend in 1997, but is projected to recess to 13 percent in 2011. Its actual expenditure is almost flat, from $17.4 billion to $17 billion, according to ZenithOptimedia.

Radio and cinema have both seen flat growth of their shares from 1997 to 2011, while outdoor gained from 5.6 percent to 6 percent.

Just like other regions, the Internet is the winner in terms of share, watching its growth grow from niche in 1997 to an expected 17.9 percent in 2011, while the actual expenditure boosts from $32 million to $22.7 billion, according to the report, World Digital Media Trends 2009, released by SFN and the World Association of Newspapers and News Publishers.