Kantar vs Nielsen:Which is searched more?
In September 2026, Kantar had more branded searches than Nielsen among market research companies worldwide. Kantar was estimated to have 90.5K branded searches compared to Nielsen’s 12.1K, and held a 24.9% Share of Search versus Nielsen’s 3.3%. These are worldwide searches for English-language branded terms.
Follow Kantar vs Nielsen and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Which is more popular in search, Kantar or Nielsen?
Compare the market research companies people choose between. 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 Kantar, Nielsen. The figures are in the table below the chart.
View monthly share of search table
| Month | Ipsos | Kantar | Verian | Nielsen |
|---|---|---|---|---|
| Oct 2025 | 65% | 29.2% | 3.2% | 2.6% |
| Nov 2025 | 59.5% | 32.6% | 3.6% | 4.4% |
| Dec 2025 | 64.6% | 29.1% | 3.2% | 3.2% |
| Jan 2026 | 63.1% | 28.4% | 3.8% | 4.6% |
| Feb 2026 | 64.1% | 28.9% | 3.2% | 3.9% |
| Mar 2026 | 64.6% | 28.9% | 3.9% | 2.6% |
| Apr 2026 | 69.5% | 25.4% | 2.8% | 2.3% |
| May 2026 | 64.7% | 28.9% | 3.2% | 3.2% |
| Jun 2026 | 71.9% | 21.6% | 2.9% | 3.5% |
| Jul 2026 | 63.6% | 28.6% | 3.1% | 4.7% |
| Aug 2026 | 67.1% | 24.7% | 3.3% | 4.9% |
| Sep 2026 | 67.7% | 24.9% | 4.1% | 3.3% |
How has the Kantar and Nielsen comparison changed over the last 12 months?
3 findings
- Kantar was ahead of Nielsen 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 market research companies worldwide moved from 29.2% to 24.9%, and its estimated monthly branded searches moved from 135K to 90.5K.
- Across the 12 months ending September 2026, Nielsen’s estimated Share of Search among market research companies worldwide moved from 2.6% to 3.3%, and its estimated monthly branded searches held steady at 12.1K.
How did search popularity change for market research companies worldwide in September 2026?
3 changes
In September 2026, Verian overtook Nielsen to rank 3rd among market research companies worldwide, with 4.1% estimated Share of Search.
In September 2026, Nielsen lost estimated Share of Search among market research companies worldwide, from 4.9% to 3.3%.
Estimated monthly branded searches for Kantar worldwide fell 33% over 12 measured months, from 135K to 90.5K in September 2026.
Other head-to-heads among market research companies
How each brand is measured
Brandwave collects information about searches that people make online using Kantar’s and Nielsen’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.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.