While this past week’s h109 numbers from the Interactive Advertising Bureau served as a reminder of how bad the first six months of this year were, there were a number of positive signs that the second half will at least look a little better. In its reading of the IAB numbers, eMarketer analyst David Hallerman believes that despite ad dollars’ continued fall, the market is bottoming out. The researcher expects h209’s ad decline to be less than the first half’s 5.3 percent drop.

SEE ALSO: Borrell: Local Online Ad Growth Peaking At 12 Percent In ‘09

Meanwhile,  UBS analyst Michael Morris, citing consensus reports, says that revenue at the top 100 U.S. ad spenders will rise 3.0 percent in 2010, translating into higher stock prices for Viacom (NYSE: VIA), Time Warner (NYSE: TWX), Disney (NYSE: DIS) and CBS (NYSE: CBS), Mediapost reports.