Brandwave

How popular isdentsu?

In September 2026, people searched for dentsu by name about 110,000 times worldwide, about the same as the previous year. These searches made up 36.1% of all global media buying agency searches, placing dentsu first out of ten agencies. When we asked both ChatGPT and Google AI Overviews about media buying agencies, dentsu did not appear in any of the answers.

Search and AI answers in September 2026

dentsu is the most searched of 10 competitors and not listed in any AI answer.

  1. dentsuShare of searches 36.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. WPP MediaShare of searches 30.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Omnicom Media GroupShare of searches 13.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. IPG MediabrandsShare of searches 5.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Publicis MediaShare of searches 5.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top media buying agencies in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, dentsu did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Tinuiti1st
  2. Disruptive Advertising2nd
  3. Directive3rd
  4. Hotspex Media4th
  5. dentsu–
  6. WPP Media–
  7. Omnicom Media Group–
  8. IPG Mediabrands–
  9. Publicis Media–
  10. Havas Media–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Tinuiti2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Disruptive Advertising2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Directive2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hotspex Media2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • dentsu0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • WPP Media0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Omnicom Media Group0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • IPG Mediabrands0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Publicis Media0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Havas Media0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about media buying agencies

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which media buying agencies compete with dentsu?

dentsu against media buying agencies worldwide, by month

Share of searches by month for dentsu, WPP Media, Omnicom Media Group, IPG Mediabrands, Publicis Media, Havas Media, Tinuiti. The figures are in the table below the chart.

View monthly share of searches table
MonthdentsuWPP MediaOmnicom Media GroupIPG MediabrandsPublicis MediaHavas MediaTinuitiDisruptive AdvertisingDirectiveHotspex Media
Oct 202537%25.8%11.1%11.1%6.1%5%2.3%0.82%0.64%0.11%
Nov 202537.9%24.7%11.4%11.4%6.2%5.1%2%0.67%0.45%0.11%
Dec 202535.6%23.1%15.9%10.7%5.8%4.8%2.7%0.76%0.51%0.1%
Jan 202636.1%27.1%13.3%8.9%5.9%4.9%2.3%0.82%0.62%0.1%
Feb 202636.6%26.1%13.5%9%6%4.9%2.3%0.83%0.63%0.09%
Mar 202636.3%26%13.4%9%6%4.9%2.8%0.98%0.63%0.11%
Apr 202636.6%26.1%13.5%9%4.9%4.9%3.4%0.82%0.63%0.09%
May 202632.5%28.3%14.6%9.7%5.3%5.3%3%0.59%0.58%0.09%
Jun 202633.8%29.4%12.4%8.3%6.8%5.5%2.6%0.62%0.6%0.08%
Jul 202632.6%32%14.6%6.5%5.3%5.3%2.5%0.59%0.58%0.08%
Aug 202633%32.4%14.8%5.4%5.4%5.4%2.5%0.59%0.47%0.06%
Sep 202636.1%30.3%13.3%5.9%5.9%4.9%2.3%0.79%0.43%0.06%

  1. 1.dentsu

    36.1%

    Held 1st. 110K estimated branded searches, +21.5% vs prior month. Share +3.1 points.

  2. 2.WPP Media

    30.3%

    Held 2nd. 92.1K estimated branded searches, +3.7% vs prior month. Share -2.1 points.

  3. 3.Omnicom Media Group

    13.3%

    Held 3rd. 40.5K estimated branded searches, 0% vs prior month. Share -1.5 points.

  4. 4.IPG Mediabrands

    5.9%

    Moved from 5th to 4th. 18.1K estimated branded searches, +22.3% vs prior month. Share +0.5 points.

  5. 5.Publicis Media

    5.9%

    Moved from 6th to 5th. 18.1K estimated branded searches, +22.3% vs prior month. Share +0.5 points.

  6. 6.Havas Media

    4.9%

    Moved from 4th to 6th. 14.8K estimated branded searches, 0% vs prior month. Share -0.5 points.

  7. 7.Tinuiti

    2.3%

    Held 7th. 6.9K estimated branded searches, 0% vs prior month. Share -0.3 points.

  8. 8.Disruptive Advertising

    0.79%

    Held 8th. 2.4K estimated branded searches, +49.4% vs prior month. Share +0.2 points.

  9. 9.Directive

    0.43%

    Held 9th. 1.3K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Hotspex Media

    0.06%

    Held 10th. 170 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between dentsu and its closest rivals

Every comparison with dentsu

9 comparisons

How has branded search demand for dentsu changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for dentsu worldwide held steady at 110K.
  • Across the 12 months ending September 2026, dentsu’s share of searches among media buying agencies worldwide decreased from 37% to 36.1%.
  • Across the 12 months ending September 2026, dentsu’s share of searches among media buying agencies worldwide peaked at 37.9% in November 2025 and was lowest at 32.5% in May 2026.

How did search popularity change for media buying agencies worldwide in September 2026?

6 changes

  1. In September 2026, IPG Mediabrands overtook Havas Media to rank 4th among media buying agencies worldwide, with 5.9% of the searches.

  2. In September 2026, Publicis Media overtook Havas Media to rank 5th among media buying agencies worldwide, with 5.9% of the searches.

  3. In September 2026, dentsu gained share of searches among media buying agencies worldwide, from 33% to 36.1%.

  4. In September 2026, WPP Media lost share of searches among media buying agencies worldwide, from 32.4% to 30.3%.

  5. In September 2026, Omnicom Media Group lost share of searches among media buying agencies worldwide, from 14.8% to 13.3%.

  6. In September 2026, Havas Media lost share of searches among media buying agencies worldwide, from 5.4% to 4.9%.

How are dentsu’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using dentsu’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • dentsu

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