Advertising and consumer spending on the mainland's media and entertainment industry will probably grow 7 per cent this year and next, according to a study by accounting firm PricewaterhouseCoopers. Despite the global downturn, the mainland would still manage to see a 2.15 per cent gain in advertising revenue this year to US$20.6 billion, the study showed. Global advertising revenue was expected to fall 12.1 per cent this year and rebound to a 1.4 per cent increase in 2011, it added. Video games and the internet were expected to be the leading growth engines on the mainland, with spending expected to grow at a compound rate of 15 per cent and 13 per cent, respectively, this year and next. Spending on digital music and outdoor media would increase 7.5 per cent during the period, the study estimated. Revenue from digital media would account for 39 per cent of the total in 2013, up from 28 per cent last year, it said. PricewaterhouseCoopers' global leader of entertainment and media practice, Marcel Fenez, said media companies needed to expand their digital operations, as more and more users were getting content online than by traditional means, such as printed and broadcasting media. 'Advertisers will gradually realise that their budgets should be allocated to a platform users stay on for a longer time, and the fact is users spend more time online. Advertising revenue will migrate from the traditional platform to online,' Mr Fenez said yesterday. Meanwhile, Hong Kong would suffer a 3 per cent decline in spending on the industry between this year and next, mainly because of a 16.4 per cent decline in television advertising to US$2.16 billion, the accounting firm said. Advertising on television would drop a further 2.17 per cent next year to US$2.11 billion and then gain 3.3 per cent in 2011 to US$2.19 billion, it said.