UK advertising spend will fall by 6% in 2009, according to media buying agency Group M.

The business-to-business magazine sector is likely to be the worst affected with revenues set to fall by 14%, followed by regional titles (13%) and national newspaper advertising (12%).

The consumer magazine market is expected to see revenues fall by 8.5%, with radio adverts down by 8% and TV adverts by 6%.

But internet advertising is forecast to grow by 4%, with public relations up by 2% and market research 1.8%.

Group M, which is a subsidiary of WPP, also downgraded its forecast for advertising in 2008 from growth of 4% to a decline of 3%.