Estimated market size in EUR million
Google share of overall online advertising expenditures in % (low/high estimate) 2006
For search advertising, the notifying party has estimated the total worldwide market size in 2006 to range between EUR 8.2 billion52 and EUR 10.253 billion. Considering Google’s total search advertising revenues in 2006 of approximately EUR […]* billion, this would lead to a market share for Google in search advertising of between [50-60%]* and [60-70%]*.
At the EEA level, covering those Member States for which there are third party market studies or reports available54, the notifying party provided an estimate for the market size in 2006 between EUR 2.6 billion55 and EUR 4.1 billion56. In view of Google’s 2006 EEA net search revenues of EUR […]* billion, this would give Google a market share of between [40-50%]* and [70- 80%]* in the EEA search advertising market in 200657.
Lower bound market size calculated by multiplying the notifying party’s best estimate of the proportion of search advertising in online advertising in Europe (i.e. 42%, equal to the best estimate of the search segment in Europe, EUR 4.138 billion, divided by the best estimate of the total size of online advertising in Europe, EUR 9.8 billion) by Zenith’s estimate of worldwide advertising (EUR 19.4 billion).
Upper bound market size calculated by multiplying the notifying party’s best estimate of the proportion of search advertising in online advertising in Europe (i.e. 42%, equal to the best estimate of the search segment in Europe, EUR 4.138 billion, divided by the best estimate of the total size of online advertising in Europe, EUR 9.8 billion) by the notifying parties’ upper bound estimate of worldwide advertising (EUR 24.1 billion).
Austria, Belgium, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Luxembourg, the Netherlands, Portugal, Spain, Sweden and the United Kingdom.
Lower bound estimate of total EEA- wide market size based on Jupiter with corrections for those countries in which Google’s 2006 search revenues exceed the size of the search segment as reported by Jupiter.
Upper bound estimate of total EEA-wide market size based on a combination of different sources, including IAB, Jupiter, Enders, Zenith and PWC, taking for each country the highest market size estimate available from any of these reports. Where the notifying party based itself on a report that did not break down the online advertising market into search, the latter calculated the size of the search segment by applying Jupiter’s estimate of the share of the search segment in the total online market to the total market size in the relevant report.
Only including those Member States for which Jupiter data is available, see footnote 54.