---
title: "Kantar vs Nielsen: Which is searched more?"
description: "Which is more popular in search, Kantar or Nielsen? Compare estimated monthly branded-search demand and Share of Search inside the Market research companies set worldwide. 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."
canonical: "https://gobrandwave.com/demand/global-en/categories/market-research-companies/compare/kantar-vs-nielsen"
publisher: "Brandwave"
---

# Kantar vs Nielsen: Which is searched more?

Which is more popular in search, Kantar or Nielsen? Compare estimated monthly branded-search demand and Share of Search inside the Market research companies set worldwide. 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.

## Key facts

- **Compared**: Kantar and Nielsen
- **Competitive set**: Market research companies
- **Market**: Global
- **Month measured**: Sep 2026
- **Kantar Share of Search**: 24.9%
- **Nielsen Share of Search**: 3.3%

## Which is more popular in search, Kantar or Nielsen?

- 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%.
- 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?

- 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.

## Month by month

| Month | Kantar estimated searches | Kantar Share of Search | Kantar rank | Nielsen estimated searches | Nielsen Share of Search | Nielsen rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 135K | 29.2% | 2 | 12.1K | 2.6% | 4 |
| Nov 2025 | 110K | 32.6% | 2 | 14.8K | 4.4% | 3 |
| Dec 2025 | 90.5K | 29.1% | 2 | 9.9K | 3.2% | 3 |
| Jan 2026 | 90.5K | 28.4% | 2 | 14.8K | 4.6% | 3 |
| Feb 2026 | 90.5K | 28.9% | 2 | 12.1K | 3.9% | 3 |
| Mar 2026 | 110K | 28.9% | 2 | 9.9K | 2.6% | 4 |
| Apr 2026 | 110K | 25.4% | 2 | 9.9K | 2.3% | 4 |
| May 2026 | 110K | 28.9% | 2 | 12.1K | 3.2% | 3 |
| Jun 2026 | 90.5K | 21.6% | 2 | 14.8K | 3.5% | 3 |
| Jul 2026 | 90.5K | 28.6% | 2 | 14.8K | 4.7% | 3 |
| Aug 2026 | 90.5K | 24.7% | 2 | 18.1K | 4.9% | 3 |
| Sep 2026 | 90.5K | 24.9% | 2 | 12.1K | 3.3% | 4 |

## 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.

- **Kantar**: Measured on the search term “kantar”.
- **Nielsen**: Measured on the search term “nielsen survey”.

- [Kantar profile](/demand/global-en/brands/kantar)
- [Nielsen profile](/demand/global-en/brands/nielsen)
- [All market research companies worldwide](/demand/global-en/categories/market-research-companies): The set both shares are measured inside, 4 brands.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which is more popular in search, Kantar or Nielsen?

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%.

## Cite this page

Brandwave. "Kantar vs Nielsen: Which is searched more?". https://gobrandwave.com/demand/global-en/categories/market-research-companies/compare/kantar-vs-nielsen

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/market-research-companies/compare/kantar-vs-nielsen. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.