Market size in
revenues in EUR
9 806 000 000
4 137 624 096
4 020 460 000
1 832 639 819
792 922 392
1 005 115 000
Total online advertising
Non-search advertising (excluding e-mail & classifieds)
Intermediation (search & non- search, excluding e-mail & classifieds)
Non-search intermediation (excluding e-mail & classifieds)
Google's market share
188.8.131.52. EEA market shares based on IAB Report and market investigation
The starting point for the parties' EEA market share estimates presented in Table 4 above is their assumption that the size of the total online advertising market in the EEA in 2006 was EUR 9.8 billion. This estimate significantly exceeds the 2006 market size reported by all available third party studies or reports. The market size reported by PwC in a study commissioned by IAB Europe65 is EUR 8 billion.
The notifying party has argued that this report also seriously underestimates the total size of the total EEA online advertising market, noting, in particular, that it only covers a limited number of EEA Member States66 and that for some of the reported Member States there are other market studies which report a significantly higher market size67.
However, in the course of its market investigation, the Commission has not
been in a position to fully verify the notifying party’s arguments in this respect. Therefore, as a reasonable alternative to the parties’ submissions, the Commission has also calculated Google’s market shares on the basis of the market size of EUR 8 billion reported by IAB, taking into account possible larger market sizes where this was supported by the Commission’s market
“European Internet Advertising Expenditure Report 2006”, A report prepared by PwC for IAB Europe.
Austria, Belgium, Denmark, Finland, France, Germany, Greece, Italy, the Netherlands, Slovenia, Spain and the United Kingdom. According to the notifying party, the remaining EEA Member States account for an additional EUR 540 million in online advertising spending.
According to the notifying party, the IAB report underestimates both the French and the German market by about EUR 500 million and the United Kingdom market by about EUR 300 million.