Global ad spend to fall 5.8 pct in '09 -Carat

* Carat sees ad spend in U.S. falling 9.8 pct in 2009

* Sees ad spend in China rising 4.6 pct in 2009

* Sees global ad spend up 0.7 pct in 2010

LONDON, March 25 (Reuters) - Global spending on advertising will fall almost 6 percent in 2009, with every major market other than China showing declines, a leading media buyer said on Wednesday.

Carat issued new forecasts for 2009 and 2010, forecasting a fall of 5.8 percent for 2009 and a small return to growth of 0.7 percent in 2010.

It had previously forecast a rise of 4.8 percent in global advertising spend for 2009.

It now predicts a drop of 9.8 percent in the United States, compared with its previous forecast made in 2008 of a 3.1 percent rise. Spain will see a fall of 16.5 percent, compared with the previous forecast of a 0.8 percent drop.

"These forecasts represent widespread adoption of a much more cautious approach to spending in the face of widespread economic uncertainty," said Jerry Buhlmann, CEO of Aegis Media.

"China aside, no major market will see growth this year. But we are seeing some signs for optimism in some countries in 2010. We believe that the UK, parts of Europe and Asia will start to stabilise."

Western Europe is expected to fall 6.6 percent in 2009, with central and eastern Europe down 8.2 percent and Russia down 8.6 percent. China is expected to rise 4.6 percent, but down from the previous forecast of 10.9 percent growth.

In 2010, Carat forecasts that global advertising spend will rise 0.7 percent, with western Europe up 0.1 percent and China up 7.2 percent. The U.S. is forecast to fall 2.7 percent and Spain, which has been hit by a housing boom collapse, is expected to be down 4 percent.

Carat is owned by Britain's Aegis (AEGS.L). (Reporting by Kate Holton; Editing by Andrew Macdonald)