Globally, TV ad spend was up 5.2% year on year to 44% of total media spend. Radio was up 0.4% to take a 6.5% share.
However, magazines and newspapers suffered, declining 9% in Europe, 4% in Asia Pacific and 12.7% in North America.
The figures for traditional media chart a particularly challenging Q4, with television the only medium to expand (up 2.2%), albeit at a much slower rate than the 9% registered in Q3.
In contrast, UK ad spend dropped 8.1% in Q4, with spend in December falling 8.9% year on year.