According to the firm's findings advertising rates are set to fall by 16% year on year in 2009, making the cost of reaching 1,000 viewers now 'only' £4.16.
The causes for the slump can be tracked back to decreased demand from advertisers coupled with an overall shift in viewing habits caused by the ongoing fragmentation of the media.
Billetts forecasts that newspaper advertising will cost 5% less this year, magazine rates will fall by 9% and internet display ads could be anywhere between 5% and 10% cheaper year on year.
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