Google has reported that it generated advertising sales of $2.53 billion in the UK last year.The figure, which represents year-on-year growth of 45 per cent compared to 2006, is down from the growth rate of 80 per cent announced in last year's earnings report.
In a US regulatory filing, it was also revealed that the search engine provider's UK sales represented 15 per cent of its total sales for 2007, down slightly from 16 per cent in 2006.
Additionally, Google reported spending $3.1 billion on the acquisition of internet advertising firm DoubleClick and $909.6 million on other purchases during 2007.
According to the Guardian newspaper, Google had been widely tipped by experts to become the biggest single advertising income generator in the UK, overtaking ITV1.
However, on the back of the recent filing, analysts now anticipate that the internet giant will have to wait another year to achieve this milestone.
The publication cites figures provided by media investment management firm Group M which suggest that ITV1 will make in the region of $2.56 billion for 2007.
It goes on to state: "Year-on-year growth of 45 per cent in 2007 is still a dizzying achievement and even if Google fails to top ITV1 in 2007, it is certain to steam past the UK's leading commercial TV channel this year."
ITV1 is set to unveil its full-year figures next month.
