There continues to be a disparity between the advertising dollars spent on reaching TV viewers and Internet users versus the amount of time that is spent interacting with each media. A large degree of Google’s success is attributable to taking advantage of this large gap. Research to determine

(a) TV advertising dollars and Internet advertising dollars spent, and

(b) the amount of time spent watching TV versus using the Internet. How has Google taken advantage of this disparity? What other major societal trends are forecasted that will continue to shift advertising dollars to new mediums, and why?