Kantar vs YouGov:Which is searched more?
In September 2026, YouGov had more branded searches than Kantar among brand tracking platforms worldwide. YouGov was estimated to have 246K branded searches compared to Kantar’s 90.5K, and held a 62.9% Share of Search versus Kantar’s 23.2%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Kantar or YouGov?
Compare services that track brand awareness, consideration, and perception over time for marketing leaders. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for YouGov, Kantar. The figures are in the table below the chart.
View monthly share of search table
| Month | YouGov | Kantar | Brandwatch | quantilope | Tracksuit | YouGov BrandIndex | Attest | Latana |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 54.9% | 30.2% | 13.7% | 0.8% | 0.2% | 0.16% | 0.06% | <0.01% |
| Nov 2025 | 58.2% | 26% | 14.4% | 0.85% | 0.26% | 0.17% | 0.06% | <0.01% |
| Dec 2025 | 58.1% | 26.1% | 14.5% | 0.84% | 0.25% | 0.14% | 0.07% | <0.01% |
| Jan 2026 | 62.7% | 23.1% | 12.8% | 0.92% | 0.23% | 0.18% | 0.08% | <0.01% |
| Feb 2026 | 58% | 26.1% | 14.6% | 0.84% | 0.26% | 0.21% | 0.08% | 0.01% |
| Mar 2026 | 58% | 26% | 14.5% | 0.85% | 0.22% | 0.38% | 0.06% | 0.01% |
| Apr 2026 | 59.8% | 26.8% | 12.2% | 0.71% | 0.23% | 0.21% | 0.05% | 0.02% |
| May 2026 | 59.9% | 26.8% | 12.3% | 0.58% | 0.22% | 0.21% | 0.05% | 0.02% |
| Jun 2026 | 58.1% | 26.2% | 14.4% | 0.69% | 0.31% | 0.21% | 0.07% | 0.01% |
| Jul 2026 | 64.4% | 23.7% | 10.7% | 0.63% | 0.31% | 0.19% | 0.05% | 0.01% |
| Aug 2026 | 59.7% | 26.9% | 12.1% | 0.71% | 0.33% | 0.21% | 0.06% | 0.01% |
| Sep 2026 | 62.9% | 23.2% | 12.7% | 0.61% | 0.27% | 0.23% | 0.05% | <0.01% |
How has the Kantar and YouGov comparison changed over the last 12 months?
3 findings
- YouGov was ahead of Kantar in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Kantar’s estimated Share of Search among brand tracking platforms worldwide moved from 30.2% to 23.2%, and its estimated monthly branded searches moved from 135K to 90.5K.
- Across the 12 months ending September 2026, YouGov’s estimated Share of Search among brand tracking platforms worldwide moved from 54.9% to 62.9%, and its estimated monthly branded searches held steady at 246K.
How did search popularity change for brand tracking platforms worldwide in September 2026?
2 changes
In September 2026, YouGov gained estimated Share of Search among brand tracking platforms worldwide, from 59.7% to 62.9%.
In September 2026, Kantar lost estimated Share of Search among brand tracking platforms worldwide, from 26.9% to 23.2%.
Other head-to-heads among brand tracking platforms
How each brand is measured
Brandwave collects information about searches that people make online using Kantar’s and YouGov’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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