While the time spent by consumers with a medium corresponded roughly to spending on the medium back in the good ol' days of broadcast, that is no longer true for digital media, according to Dan
Salmon, equity research analyst, for advertising and marketing services at BMO Capital Marketers. He points to the example of Google, with its tens of billions in revenues -- a huge share of total
digital spending -- despite the fact that consumers spend just 2% of their online time on Google searches. The difference, of course, is data.