---
title: "Newspapers: Which brands are most popular in search?"
description: "Compare the newspapers content teams choose between. Share of Search among The Guardian, The New York Times, The Washington Post, Financial Times, The Telegraph and The Times, the newspapers Brandwave compares worldwide, using the same methodology, market, and reporting period. 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/newspapers"
publisher: "Brandwave"
---

# Newspapers: Which brands are most popular in search?

Compare the newspapers content teams choose between. Share of Search among The Guardian, The New York Times, The Washington Post, Financial Times, The Telegraph and The Times, the newspapers Brandwave compares worldwide, using the same methodology, market, and reporting period. 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

- **Competitive set**: Newspapers
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: The Guardian, 45.4%

## 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.
- 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.

## Compare search popularity between leading brands

- [The Guardian vs The New York Times: compare search popularity](/demand/global-en/compare/the-guardian-vs-the-new-york-times): 45.4% against 30.4% Share of Search.
- [The Guardian vs The Washington Post: compare search popularity](/demand/global-en/compare/the-guardian-vs-the-washington-post): 45.4% against 13.6% Share of Search.
- [The Guardian vs Financial Times: compare search popularity](/demand/global-en/compare/financial-times-vs-the-guardian): 45.4% against 5% Share of Search.
- [The Guardian vs The Telegraph: compare search popularity](/demand/global-en/compare/the-guardian-vs-the-telegraph): 45.4% against 4.1% Share of Search.
- [The New York Times vs The Washington Post: compare search popularity](/demand/global-en/compare/the-new-york-times-vs-the-washington-post): 30.4% against 13.6% Share of Search.
- [The New York Times vs Financial Times: compare search popularity](/demand/global-en/compare/financial-times-vs-the-new-york-times): 30.4% against 5% Share of Search.
- [The New York Times vs The Telegraph: compare search popularity](/demand/global-en/compare/the-new-york-times-vs-the-telegraph): 30.4% against 4.1% Share of Search.
- [The Washington Post vs Financial Times: compare search popularity](/demand/global-en/compare/financial-times-vs-the-washington-post): 13.6% against 5% Share of Search.
- [The Washington Post vs The Telegraph: compare search popularity](/demand/global-en/compare/the-telegraph-vs-the-washington-post): 13.6% against 4.1% Share of Search.
- [Financial Times vs The Telegraph: compare search popularity](/demand/global-en/compare/financial-times-vs-the-telegraph): 5% against 4.1% Share of Search.

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

- In August 2026, The Telegraph lost estimated Share of Search among newspapers worldwide, from 5% to 4.1%.
- 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.
- 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.
- Estimated monthly branded searches for The Times worldwide rose 22.7% over 11 measured months, from 110K to 135K in August 2026.
- Estimated monthly branded searches for Financial Times worldwide fell 33.1% over 11 measured months, from 673K to 450K in August 2026.
- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | The Guardian | 45.4% | 4.1M | 0.0% | The Guardian |
| 2 | The New York Times | 30.4% | 2.7M | 0.0% | The New York Times |
| 3 | The Washington Post | 13.6% | 1.2M | 0.0% | The Washington Post |
| 4 | Financial Times | 5% | 450K | 0.0% | Financial Times |
| 5 | The Telegraph | 4.1% | 368K | -18.2% | The Telegraph |
| 6 | The Times | 1.5% | 135K | 0.0% | The Times |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | The Guardian | 4.1M | 39.2% | 1 |
| Oct 2025 | The New York Times | 3.4M | 32.1% | 2 |
| Oct 2025 | The Washington Post | 1.8M | 17.6% | 3 |
| Oct 2025 | Financial Times | 673K | 6.5% | 4 |
| Oct 2025 | The Telegraph | 368K | 3.5% | 5 |
| Oct 2025 | The Times | 110K | 1.1% | 6 |
| Nov 2025 | The Guardian | 4.1M | 40.7% | 1 |
| Nov 2025 | The New York Times | 3.4M | 33.3% | 2 |
| Nov 2025 | The Washington Post | 1.5M | 14.9% | 3 |
| Nov 2025 | Financial Times | 550K | 5.5% | 4 |
| Nov 2025 | The Telegraph | 450K | 4.5% | 5 |
| Nov 2025 | The Times | 110K | 1.1% | 6 |
| Dec 2025 | The Guardian | 4.1M | 41.4% | 1 |
| Dec 2025 | The New York Times | 3.4M | 33.9% | 2 |
| Dec 2025 | The Washington Post | 1.5M | 15.2% | 3 |
| Dec 2025 | Financial Times | 450K | 4.6% | 4 |
| Dec 2025 | The Telegraph | 368K | 3.7% | 5 |
| Dec 2025 | The Times | 110K | 1.1% | 6 |
| Jan 2026 | The Guardian | 5M | 37.3% | 1 |
| Jan 2026 | The New York Times | 5M | 37.3% | 2 |
| Jan 2026 | The Washington Post | 2.2M | 16.7% | 3 |
| Jan 2026 | Financial Times | 673K | 5% | 4 |
| Jan 2026 | The Telegraph | 368K | 2.7% | 5 |
| Jan 2026 | The Times | 135K | 1% | 6 |
| Feb 2026 | The Guardian | 5M | 41.8% | 1 |
| Feb 2026 | The New York Times | 4.1M | 34.2% | 2 |
| Feb 2026 | The Washington Post | 1.8M | 15.3% | 3 |
| Feb 2026 | Financial Times | 550K | 4.6% | 4 |
| Feb 2026 | The Telegraph | 368K | 3.1% | 5 |
| Feb 2026 | The Times | 135K | 1.1% | 6 |
| Mar 2026 | The Guardian | 6.1M | 41.4% | 1 |
| Mar 2026 | The New York Times | 5M | 33.8% | 2 |
| Mar 2026 | The Washington Post | 2.2M | 15.1% | 3 |
| Mar 2026 | Financial Times | 823K | 5.6% | 4 |
| Mar 2026 | The Telegraph | 450K | 3% | 5 |
| Mar 2026 | The Times | 165K | 1.1% | 6 |
| Apr 2026 | The Guardian | 5M | 41.3% | 1 |
| Apr 2026 | The New York Times | 4.1M | 33.8% | 2 |
| Apr 2026 | The Washington Post | 1.8M | 15.1% | 3 |
| Apr 2026 | Financial Times | 673K | 5.6% | 4 |
| Apr 2026 | The Telegraph | 368K | 3% | 5 |
| Apr 2026 | The Times | 135K | 1.1% | 6 |
| May 2026 | The Guardian | 4.1M | 42.1% | 1 |
| May 2026 | The New York Times | 3.4M | 34.5% | 2 |
| May 2026 | The Washington Post | 1.2M | 12.6% | 3 |
| May 2026 | Financial Times | 550K | 5.7% | 4 |
| May 2026 | The Telegraph | 368K | 3.8% | 5 |
| May 2026 | The Times | 135K | 1.4% | 6 |
| Jun 2026 | The Guardian | 4.1M | 44.9% | 1 |
| Jun 2026 | The New York Times | 2.7M | 30.1% | 2 |
| Jun 2026 | The Washington Post | 1.2M | 13.4% | 3 |
| Jun 2026 | Financial Times | 550K | 6% | 4 |
| Jun 2026 | The Telegraph | 368K | 4% | 5 |
| Jun 2026 | The Times | 135K | 1.5% | 6 |
| Jul 2026 | The Guardian | 4.1M | 45% | 1 |
| Jul 2026 | The New York Times | 2.7M | 30.2% | 2 |
| Jul 2026 | The Washington Post | 1.2M | 13.4% | 3 |
| Jul 2026 | Financial Times | 450K | 5% | 4 |
| Jul 2026 | The Telegraph | 450K | 5% | 5 |
| Jul 2026 | The Times | 135K | 1.5% | 6 |
| Aug 2026 | The Guardian | 4.1M | 45.4% | 1 |
| Aug 2026 | The New York Times | 2.7M | 30.4% | 2 |
| Aug 2026 | The Washington Post | 1.2M | 13.6% | 3 |
| Aug 2026 | Financial Times | 450K | 5% | 4 |
| Aug 2026 | The Telegraph | 368K | 4.1% | 5 |
| Aug 2026 | The Times | 135K | 1.5% | 6 |
| Sep 2026 | Financial Times | — | — | — |
| Sep 2026 | The Guardian | — | — | — |
| Sep 2026 | The New York Times | — | — | — |
| Sep 2026 | The Telegraph | — | — | — |
| Sep 2026 | The Times | — | — | — |
| Sep 2026 | The Washington Post | — | — | — |

## What is being compared

- **Financial Times**: Measured on the search term “financial times”.
- **The Guardian**: Measured on the search term “the guardian”.
- **The New York Times**: Measured on the search term “new york times”.
- **The Telegraph**: Measured on the search term “the telegraph”.
- **The Times**: Measured on the search term “the times uk”.
- **The Washington Post**: Measured on the search term “washington post”.

- [Financial Times](/demand/global-en/brands/financial-times)
- [The Guardian](/demand/global-en/brands/the-guardian)
- [The New York Times](/demand/global-en/brands/the-new-york-times)
- [The Telegraph](/demand/global-en/brands/the-telegraph)
- [The Times](/demand/global-en/brands/the-times)
- [The Washington Post](/demand/global-en/brands/the-washington-post)

## 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 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. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Newspapers: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/newspapers

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/newspapers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.