While the Silicon Alley Insider provided the provocative headline ‘There’s a reason they call it Old Media’, AdAge took a more discerning look at the 4th quarter, which turned out better for (almost) all media. But the fact remains: according to latest figures from Kantar Media, US ad spending in 2009 fell by 12.3% to 125.3 billion USD compared to 2008. The only bright spot was that investments in digital advertising (display ads only) increased by 7.3%.