GfK vs Ipsos:Which is searched more?
In August 2026, Ipsos had more branded searches than GfK among media measurement platforms worldwide. Ipsos was estimated to have 246K branded searches compared to GfK’s 74K, and held a 55.5% Share of Search versus GfK’s 16.7%. These are worldwide searches for English-language branded terms.
Follow GfK vs Ipsos 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, GfK or Ipsos?
Compare the firms that measure media audiences. 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 Ipsos, GfK. The figures are in the table below the chart.
View monthly share of search table
| Month | Ipsos | GfK |
|---|---|---|
| Oct 2025 | 47.2% | 21.1% |
| Nov 2025 | 44.6% | 24.4% |
| Dec 2025 | 49.7% | 22.4% |
| Jan 2026 | 48.4% | 21.8% |
| Feb 2026 | 49.2% | 22.1% |
| Mar 2026 | 49.8% | 22.3% |
| Apr 2026 | 57.2% | 17.2% |
| May 2026 | 53.8% | 16.2% |
| Jun 2026 | 62.5% | 12.6% |
| Jul 2026 | 53% | 16% |
| Aug 2026 | 55.5% | 16.7% |
| Sep 2026 | — | — |
How has the GfK and Ipsos comparison changed over the last 12 months?
3 findings
- Ipsos was ahead of GfK in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, GfK’s estimated Share of Search among media measurement platforms worldwide moved from 21.1% to 16.7%, and its estimated monthly branded searches moved from 110K to 74K.
- Across the 11 months ending August 2026, Ipsos’ estimated Share of Search among media measurement platforms worldwide moved from 47.2% to 55.5%, and its estimated monthly branded searches held steady at 246K.
How did search popularity change for media measurement platforms worldwide in August 2026?
2 changes
In August 2026, Ipsos gained estimated Share of Search among media measurement platforms worldwide, from 53% to 55.5%.
In August 2026, GfK gained estimated Share of Search among media measurement platforms worldwide, from 16% to 16.7%.
How each brand is measured
Brandwave collects information about searches that people make online using GfK’s and Ipsos’ 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.