Sharply improved advertising figures over recent months lifted Trinity Mirror shares higher in morning deals.

In an unscheduled trading update, the publisher of the Daily Mirror said that like-for-like advertising sales for the ten months to October rose 0.1 per cent, well above analysts' expectations.

The figures reflected a 2.7 per cent increase in the four months to October after a decline of 1.5 per cent in the first half of the year, Trinity said.

Analysts said that the figures implied a 5.7 per cent per cent improvement in advertising at the group’s five national titles, which also includes the Sunday Mirror and The People, since the beginning of July.

The regional division recorded a 1.5 per cent improvement in the same period.

“Whilst the advertising environment remains volatile month on month, we are encouraged by the trends that are emerging,” the group said.

Analysts at Citigroup, the broker, said that the trading statement “provides another set of positive data points on the UK advertising environment,” following recent brighter numbers from DMGT and ITV.

They added: “While there remain broader macro concerns, at the very least the current trends are improving and we should enter 2008 on a more positive bent.“

Shares in the FTSE 250-listed Trinity gained 15.75p to 357.75p, placing it among the best mid-cap performers.

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