The company currently controls a whopping 40% of the U.S. digital
And yet, Google doesn't always put its money where its mouth is. We took a look at how it spends its U.S. marketing budget and found that it actually likes television quite a bit.
In fact, according to Kantar Media, Google spent about 78% of its $569 million U.S. ad budget on television last year, compared to just 15% on internet advertising. As you can see in the chart below, it ramped up its TV spending from $243 million in 2012 to $445 million in 2013.

Source: Kantar Media
In some sense, it's understandable that Google would not need to promote itself to people already using the internet, but it's still fascinating that the percentage it spends on digital advertising (15.1%) is less than digital's share of the general U.S. ad market (21.7%).
Though people are spending more and more time online, big brands still feel they can get more of people's attention with a 30-second TV spot than a banner ad.

Source: ZenithOptimedia

ZenithOptimedia