Brandwave

BCG vs PwC:Which is more popular?

In September 2026, PwC had more branded searches than BCG among consulting firms worldwide. PwC had about 1 million branded searches, while BCG had 533,000. PwC made up 17.4% of all consulting firm searches we track, and BCG accounted for 9.2%. When we asked ChatGPT and Google AI Overviews about consulting firms, BCG appeared in all four answers and PwC in one. BCG was mentioned before PwC in every answer.

Among consulting firms worldwide in September 2026

Who do people search for more?

PwC, about 88% more searches than BCG

PwC 1M searchesBCG 533K searches

Who does AI mention more?

BCG, mentioned in every answer we collected

BCG in 4 of 4PwC in 1 of 4

Who does AI recommend more?

BCG, named ahead of PwC in every answer

BCG first in 3PwC never first

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Top consulting firms in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, BCG appeared in all four answers. PwC was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. BCG was listed before PwC in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. McKinsey & Company1st
  2. BCG2nd
  3. Bain & Company3rd
  4. Oliver Wyman4th
  5. Deloitte5th
  6. EY-Parthenon6th
  7. Kearney7th
  8. L.E.K. Consulting8th
  9. Accenture9th
  10. PwC10th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • BCG4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • McKinsey & Company4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Bain & Company4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Deloitte3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Accenture2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Oliver Wyman2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • EY-Parthenon2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • L.E.K. Consulting2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Kearney2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • PwC1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about consulting firms

4 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Is BCG or PwC more popular in search?

This chart shows how often people search Google for BCG and PwC by name. Each line represents a brand's share of searches for all ten consulting firms we track, month by month, from English-language searches worldwide.

BCG and PwC among consulting firms worldwide, by month

Share of searches by month for PwC, BCG. The figures are in the table below the chart.

View monthly share of searches table
MonthDeloitteAccenturePwCBCGMcKinsey & CompanyBain & CompanyOliver WymanEY-ParthenonL.E.K. ConsultingKearney
Oct 202530.4%24.9%16.6%10.8%9.1%5%1.5%1%0.37%0.26%
Nov 202531.7%26%17.3%9.2%7.8%5.2%1.3%0.86%0.31%0.22%
Dec 202524.2%29.8%19.8%8.7%8.9%6.1%1.2%0.8%0.24%0.21%
Jan 202627.4%27.4%18.3%9.7%8.2%5.9%1.7%0.9%0.27%0.25%
Feb 202627.8%27.8%18.5%9.9%8.3%5%1.4%0.92%0.27%0.25%
Mar 202626.9%26.9%17.9%9.5%9.8%5.8%1.6%1.1%0.26%0.24%
Apr 202627.3%27.3%18.2%9.7%10%4.9%1.3%0.9%0.27%0.25%
May 202628.7%28.7%15.8%10.2%8.6%5.1%1.4%0.95%0.28%0.21%
Jun 202629.1%29.1%16%9%8.7%5.1%1.4%0.96%0.29%0.23%
Jul 202629.1%29.1%16%9%8.7%5.1%1.4%0.96%0.29%0.23%
Aug 202628.5%28.5%15.6%8.8%8.5%7.2%1.4%0.94%0.34%0.24%
Sep 202631.8%26%17.4%9.2%7.8%4.6%1.6%1%0.31%0.22%

How has the BCG and PwC comparison changed over the last 12 months?

3 findings
  • PwC was ahead of BCG in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, BCG’s share of searches among consulting firms worldwide moved from 10.8% to 9.2%, and its estimated monthly branded searches moved from 651K to 533K.
  • Across the 12 months ending September 2026, PwC’s share of searches among consulting firms worldwide moved from 16.6% to 17.4%, and its estimated monthly branded searches held steady at 1M.

How did search popularity change for consulting firms worldwide in September 2026?

2 changes

  1. In September 2026, PwC gained share of searches among consulting firms worldwide, from 15.6% to 17.4%.

  2. Estimated monthly branded searches for BCG worldwide fell 18.1% over 12 measured months, from 651K to 533K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using BCG’s and PwC’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.

BCG

2 branded search terms

  • bcg
  • boston consulting group

PwC

1 branded search term

  • pwc

How the Brand Demand Index is measured

Other head-to-heads among consulting firms

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