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Google's advertising revenue has topped that of ITV1 for the first time in the third quarter.
The symbolic shift has seen Google make a reported £327 million between July and September compared to ITV1's £317 million.
The search engine overtook Channel 4 a year ago with £871 million takings in a year. It is expected to make £1.25 billion this year - a 43.5 per cent annual growth.
ITV1's annual total is due to fall by about seven per cent - but still top Google for the year because of its lead in the first six months.
It is purely symbolic but the change will add to ITV's calls for less regulation so it can compete.
Executive chairman Michael Grade said previously: "Google, whose advertising revenues have overtaken Channel 4’s and which has 75 per cent of the search advertising market, is wholly unregulated. Yet ITV labours under a host of anachronistic proscriptions about what it can and can’t do.”
However, a Google spokesman argued: "Google operates in a highly competitive market.
"Online advertising faces stiff competition from television, radio, outdoor, newspaper and magazine advertising as well as direct marketing. Online ad spend accounts for only 11 per cent of overall advertising spend in the UK."
