Brandwave

Newspapers:Which brands are most popular in search?

In August 2026, The Guardian was the most searched among newspapers worldwide, with an estimated 4.1M branded searches and 45.4% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. The Guardian45.4%
  2. The New York Times30.4%
  3. The Washington Post13.6%
  4. Financial Times5%
  5. The Telegraph4.1%
  6. The Times1.5%

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Share of SearchLeaderboard

Compare the newspapers content teams 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 among newspapers worldwide, by month

Share of Search by month for The Guardian, The New York Times, The Washington Post, Financial Times, The Telegraph. The figures are in the table below the chart.

View monthly share of search table
MonthThe GuardianThe New York TimesThe Washington PostFinancial TimesThe TelegraphThe Times
Oct 202539.2%32.1%17.6%6.5%3.5%1.1%
Nov 202540.7%33.3%14.9%5.5%4.5%1.1%
Dec 202541.4%33.9%15.2%4.6%3.7%1.1%
Jan 202637.3%37.3%16.7%5%2.7%1%
Feb 202641.8%34.2%15.3%4.6%3.1%1.1%
Mar 202641.4%33.8%15.1%5.6%3%1.1%
Apr 202641.3%33.8%15.1%5.6%3%1.1%
May 202642.1%34.5%12.6%5.7%3.8%1.4%
Jun 202644.9%30.1%13.4%6%4%1.5%
Jul 202645%30.2%13.4%5%5%1.5%
Aug 202645.4%30.4%13.6%5%4.1%1.5%
Sep 2026——————

This month’s ranking, August 2026

  1. 1.The Guardian

    45.4%

    Held 1st. 4.1M estimated branded searches, 0% vs prior month. Share +0.4 points.

  2. 2.The New York Times

    30.4%

    Held 2nd. 2.7M estimated branded searches, 0% vs prior month. Share +0.3 points.

  3. 3.The Washington Post

    13.6%

    Held 3rd. 1.2M estimated branded searches, 0% vs prior month. Share +0.1 points.

  4. 4.Financial Times

    5%

    Held 4th. 450K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.The Telegraph

    4.1%

    Held 5th. 368K estimated branded searches, -18.2% vs prior month. Share -0.9 points.

  6. 6.The Times

    1.5%

    Held 6th. 135K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among newspapers worldwide?

In August 2026, The Guardian was the most searched among newspapers worldwide, with an estimated 4.1M branded searches and 45.4% estimated Share of Search within this set. The New York Times is in 2nd place, 15 percentage points behind at 30.4% Share of Search.

Global newspapers, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
The Guardian39.2% → 45.4%45.4%Aug 202637.3%Jan 20261st
The New York Times32.1% → 30.4%37.3%Jan 202630.1%Jun 20262nd
The Washington Post17.6% → 13.6%17.6%Oct 202512.6%May 20263rd
Financial Times6.5% → 5%6.5%Oct 20254.6%Dec 20254th
The Telegraph3.5% → 4.1%5%Jul 20262.7%Jan 20265th
The Times1.1% → 1.5%1.5%Aug 20261%Jan 20266th

Each finding as a sentence

  • Across the 11 months ending August 2026, The Guardian’s estimated Share of Search among newspapers worldwide increased from 39.2% to 45.4%.
  • Across the 11 months ending August 2026, The New York Times’ estimated Share of Search among newspapers worldwide decreased from 32.1% to 30.4%.
  • Across the 11 months ending August 2026, The Washington Post’s estimated Share of Search among newspapers worldwide decreased from 17.6% to 13.6%.
  • Across the 11 months ending August 2026, Financial Times’ estimated Share of Search among newspapers worldwide decreased from 6.5% to 5%.
  • Across the 11 months ending August 2026, The Telegraph’s estimated Share of Search among newspapers worldwide increased from 3.5% to 4.1%.
  • Across the 11 months ending August 2026, The Guardian’s estimated Share of Search among newspapers worldwide peaked at 45.4% in August 2026 and was lowest at 37.3% in January 2026.
  • Across the 11 months ending August 2026, The New York Times’ estimated Share of Search among newspapers worldwide peaked at 37.3% in January 2026 and was lowest at 30.1% in June 2026.
  • Across the 11 months ending August 2026, The Washington Post’s estimated Share of Search among newspapers worldwide peaked at 17.6% in October 2025 and was lowest at 12.6% in May 2026.
  • Across the 11 months ending August 2026, Financial Times’ estimated Share of Search among newspapers worldwide peaked at 6.5% in October 2025 and was lowest at 4.6% in December 2025.
  • Across the 11 months ending August 2026, The Telegraph’s estimated Share of Search among newspapers worldwide peaked at 5% in July 2026 and was lowest at 2.7% in January 2026.
  • Across the 11 months ending August 2026, The Times held steady: its estimated Share of Search among newspapers worldwide moved less than 0.5 percentage points.

How did search popularity change for newspapers worldwide in August 2026?

  1. In August 2026, The Telegraph lost estimated Share of Search among newspapers worldwide, from 5% to 4.1%.

  2. The Guardian’s estimated Share of Search among newspapers worldwide has gained ground for 3 months in a row, from 42.1% to 45.4% in August 2026.

  3. The Washington Post’s estimated Share of Search among newspapers worldwide has gained ground for 3 months in a row, from 12.6% to 13.6% in August 2026.

  4. Estimated monthly branded searches for The Times worldwide rose 22.7% over 11 measured months, from 110K to 135K in August 2026.

  5. Estimated monthly branded searches for Financial Times worldwide fell 33.1% over 11 measured months, from 673K to 450K in August 2026.

  6. Estimated monthly branded searches for The New York Times worldwide fell 18.2% over 11 measured months, from 3.4M to 2.7M in August 2026.

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