comScore has released its December 2009 rankings of the Top Ad Networks by reach of US internet users.
AOL continued to reach the largest percentage of internet users reaching 186 million people or 91% of the total internet audience followed by Yahoo! Network (180.9 million) and Google Ad Network (178.1 million).
Although reach has been equated with advertising value to brand advertisers, advertising reach clearly doesn’t translate into earnings power or stock market value for either AOL or Yahoo.
Combined the two companies ad network’s reach victories produce stock market valuations of $2.71 and $23.99 Billion respectively.
Combined AOL and Yahoo’s market values are 14% of Google’s $187 Billion market capitalization.
Buying reach online may be valuable to brand advertisers, but it apparently isn’t as valuable as buying search is to all the small to medium size non-brand businesses who advertise on Google.