---
title: "Ipsos vs Kantar: Which is searched more?"
description: "Which is more popular in search, Ipsos or Kantar? Compare estimated monthly branded-search demand and Share of Search inside the Media measurement platforms 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/media-measurement-platforms/compare/ipsos-vs-kantar"
publisher: "Brandwave"
---

# Ipsos vs Kantar: Which is searched more?

Which is more popular in search, Ipsos or Kantar? Compare estimated monthly branded-search demand and Share of Search inside the Media measurement platforms 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**: Ipsos and Kantar
- **Competitive set**: Media measurement platforms
- **Market**: Global
- **Month measured**: Aug 2026
- **Ipsos Share of Search**: 55.5%
- **Kantar Share of Search**: 20.4%

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

- In August 2026, Ipsos had more branded searches than Kantar among media measurement platforms worldwide. Ipsos was estimated to have 246K branded searches compared to Kantar’s 90.5K, and held a 55.5% Share of Search versus Kantar’s 20.4%.
- Ipsos was ahead of Kantar in every measured month of the 11 months ending August 2026.
- 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.
- Across the 11 months ending August 2026, Kantar’s estimated Share of Search among media measurement platforms worldwide moved from 25.9% to 20.4%, and its estimated monthly branded searches moved from 135K to 90.5K.

## How did search popularity change for media measurement platforms worldwide in August 2026?

- In August 2026, Ipsos gained estimated Share of Search among media measurement platforms worldwide, from 53% to 55.5%.
- In August 2026, Kantar lost estimated Share of Search among media measurement platforms worldwide, from 23.9% to 20.4%.

## Month by month

| Month | Ipsos estimated searches | Ipsos Share of Search | Ipsos rank | Kantar estimated searches | Kantar Share of Search | Kantar rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 246K | 47.2% | 1 | 135K | 25.9% | 2 |
| Nov 2025 | 201K | 44.6% | 1 | 110K | 24.4% | 3 |
| Dec 2025 | 201K | 49.7% | 1 | 90.5K | 22.4% | 3 |
| Jan 2026 | 201K | 48.4% | 1 | 90.5K | 21.8% | 3 |
| Feb 2026 | 201K | 49.2% | 1 | 90.5K | 22.1% | 3 |
| Mar 2026 | 246K | 49.8% | 1 | 110K | 22.3% | 3 |
| Apr 2026 | 301K | 57.2% | 1 | 110K | 20.9% | 2 |
| May 2026 | 246K | 53.8% | 1 | 110K | 24.1% | 2 |
| Jun 2026 | 301K | 62.5% | 1 | 90.5K | 18.8% | 2 |
| Jul 2026 | 201K | 53% | 1 | 90.5K | 23.9% | 2 |
| Aug 2026 | 246K | 55.5% | 1 | 90.5K | 20.4% | 2 |
| Sep 2026 | — | — | — | — | — | — |

## How each brand is measured

Brandwave collects information about searches that people make online using Ipsos’ and Kantar’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.

- **Ipsos**: Measured on the search term “ipsos”.
- **Kantar**: Measured on the search term “kantar”.

- [Ipsos profile](/demand/global-en/brands/ipsos)
- [Kantar profile](/demand/global-en/brands/kantar)
- [All media measurement platforms worldwide](/demand/global-en/categories/media-measurement-platforms): The set both shares are measured inside, 5 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, Ipsos or Kantar?

In August 2026, Ipsos had more branded searches than Kantar among media measurement platforms worldwide. Ipsos was estimated to have 246K branded searches compared to Kantar’s 90.5K, and held a 55.5% Share of Search versus Kantar’s 20.4%.

## Cite this page

Brandwave. "Ipsos vs Kantar: Which is searched more?". https://gobrandwave.com/demand/global-en/categories/media-measurement-platforms/compare/ipsos-vs-kantar

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