The knowledge of the competitive environment (and, in particular, market share) is an important factor in the management of innovation. This type of information is not always accessible to small and medium enterprises. In addition, some sectors are changing rapidly under the pressure of technological change. We propose in this research a method for estimating the market share based on media share, based on the hit counts returned by search engines for each brand. We show the potential of this approach with a real example (the automotive industry) and discuss the limitations associated with the operating mode of search engines.