Brandwave

How popular isUgly Stik?

In September 2026, people searched for Ugly Stik by name about 49,500 times worldwide, a 22.2% increase from the previous year. These searches made up 6.2% of all global fishing tackle brand searches, placing Ugly Stik seventh out of nine brands. When we asked both ChatGPT and Google AI Overviews about fishing tackle brands, Ugly Stik appeared in all answers and was the fifth most recommended of the nine.

Search and AI answers in September 2026

Ugly Stik is the seventh most searched of 9 competitors and the fifth most recommended in AI answers.

  1. Black MagicShare of searches 37.7%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  2. DaiwaShare of searches 16.9%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  3. Abu GarciaShare of searches 9.3%Mentioned in 2 of 4 AI answersPlace in AI recommendations 6th
  4. Shimano FishingShare of searches 9%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  5. Ugly StikShare of searches 6.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 5th

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Top fishing tackle brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Ugly Stik appeared in all four answers. Ugly Stik is the fifth most recommended of the nine.

Most recommended by AI

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

  1. Shimano Fishing1st
  2. Daiwa2nd
  3. Penn3rd
  4. Berkley4th
  5. Ugly Stik5th
  6. Abu Garcia6th
  7. Rapala7th
  8. Okuma8th
  9. Black Magic–

Mentioned by AI

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

  • Daiwa4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Shimano Fishing4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Ugly Stik4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Penn3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Berkley3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Abu Garcia2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Rapala2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Okuma1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Black Magic0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about fishing tackle brands

4 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 fishing tackle brands compete with Ugly Stik?

Ugly Stik against fishing tackle brands worldwide, by month

Share of searches by month for Black Magic, Daiwa, Abu Garcia, Shimano Fishing, Okuma, Rapala, Ugly Stik, Penn. The figures are in the table below the chart.

View monthly share of searches table
MonthBlack MagicDaiwaAbu GarciaShimano FishingOkumaRapalaUgly StikPennBerkley
Oct 202543.2%15.8%8.7%8.4%7.1%7.1%4.7%4.2%0.77%
Nov 202544.2%16.2%7.3%8.6%7.3%7.3%4%4.3%0.79%
Dec 202538.5%17.3%9.5%8.7%7.7%7.7%5.2%4.6%0.84%
Jan 202639.9%17.9%8%9.5%8%6.6%4.4%4.8%0.88%
Feb 202641.1%18.4%6.8%9.2%8.3%6.8%4.5%4%0.9%
Mar 202637.5%16.8%9.2%8.9%7.5%7.5%6.2%4.6%1.8%
Apr 202639.3%14.4%9.7%8.8%6.5%6.5%9.7%3.9%1.3%
May 202632.5%17.8%9.8%8.9%6.5%8%9.8%4.8%2%
Jun 202632.8%14.7%12%9%6.6%8.1%9.9%4.9%2%
Jul 202634.4%15.4%10.3%9.5%6.9%8.5%8.5%5.1%1.4%
Aug 202635.2%15.8%8.6%9.7%7.1%8.6%8.6%5.2%1.2%
Sep 202637.7%16.9%9.3%9%7.6%7.6%6.2%4.6%1.2%

  1. 1.Black Magic

    37.7%

    Held 1st. 301K estimated branded searches, 0% vs prior month. Share +2.5 points.

  2. 2.Daiwa

    16.9%

    Held 2nd. 135K estimated branded searches, 0% vs prior month. Share +1.1 points.

  3. 3.Abu Garcia

    9.3%

    Moved from 4th to 3rd. 74K estimated branded searches, 0% vs prior month. Share +0.6 points.

  4. 4.Shimano Fishing

    9%

    Moved from 3rd to 4th. 71.7K estimated branded searches, -13.3% vs prior month. Share -0.7 points.

  5. 5.Okuma

    7.6%

    Moved from 7th to 5th. 60.5K estimated branded searches, 0% vs prior month. Share +0.5 points.

  6. 6.Rapala

    7.6%

    Moved from 5th to 6th. 60.5K estimated branded searches, -18.2% vs prior month. Share -1.1 points.

  7. 7.Ugly Stik

    6.2%

    Moved from 6th to 7th. 49.5K estimated branded searches, -33.1% vs prior month. Share -2.4 points.

  8. 8.Penn

    4.6%

    Held 8th. 36.7K estimated branded searches, -18.3% vs prior month. Share -0.7 points.

  9. 9.Berkley

    1.2%

    Held 9th. 9.9K estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between Ugly Stik and its closest rivals

Every comparison with Ugly Stik

11 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Ugly Stik worldwide rose from 40.5K to 49.5K.
  • Across the 12 months ending September 2026, Ugly Stik’s share of searches among fishing tackle brands worldwide increased from 4.7% to 6.2%.
  • Across the 12 months ending September 2026, Ugly Stik’s share of searches among fishing tackle brands worldwide peaked at 9.9% in June 2026 and was lowest at 4% in November 2025.

How did search popularity change for fishing tackle brands worldwide in September 2026?

6 changes

  1. In September 2026, Abu Garcia overtook Shimano Fishing to rank 3rd among fishing tackle brands worldwide, with 9.3% of the searches.

  2. In September 2026, Okuma overtook Rapala and Ugly Stik to rank 5th among fishing tackle brands worldwide, with 7.6% of the searches.

  3. In September 2026, Black Magic gained share of searches among fishing tackle brands worldwide, from 35.2% to 37.7%.

  4. In September 2026, Daiwa gained share of searches among fishing tackle brands worldwide, from 15.8% to 16.9%.

  5. In September 2026, Ugly Stik lost share of searches among fishing tackle brands worldwide, from 8.6% to 6.2%.

  6. In September 2026, Rapala lost share of searches among fishing tackle brands worldwide, from 8.6% to 7.6%.

How are Ugly Stik’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Ugly Stik’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.

  • ugly stik

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How the Brand Demand Index is measured

Where does Ugly Stik compete?

Ugly Stik is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Fishing tackle brands7th of 96.2%Shown above
Fishing rod brands5th of 911.2%Show ranking
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