Spending in digital is expected to hit $9.4 billion in 2013, an 11% increase over this year's projected digital haul. GroupM bases its forecast on data from WPP's global ad and marketing services businesses. The company predicted overall ad spending in the U.K. will reach $20.6 billion this year, noting that the London Olympics there would only generate a "modest hike" of 3.4% in U.K. ad spend. As digital spending rises year-over-year, regional newspaper print ad spend will fall at the same rate. GroupM expects regional newspaper spending in the U.K. market to drop 11% from $1.6 billion this year to $1.5 billion in 2013. National papers will see a less-steep decline of 5%, said the firm.