Brandwave

Directive vs Hotspex Media:Which is more popular?

In September 2026, Directive had more branded searches than Hotspex Media among media buying agencies worldwide. Directive had about 1,300 branded searches, while Hotspex Media had 170. Directive made up 0.43% of all media buying agency searches we track, and Hotspex Media accounted for 0.06%. When we asked ChatGPT and Google AI Overviews about media buying agencies, Directive and Hotspex Media each appeared in two of the five answers. Directive was mentioned before Hotspex Media in every answer.

Among media buying agencies worldwide in September 2026

Who do people search for more?

Directive, about 8 searches for every 1 for Hotspex Media

Directive 1.3K searchesHotspex Media 170 searches

Who does AI mention more?

Both were mentioned in 2 of 5 answers.

Directive in 2 of 5Hotspex Media in 2 of 5

Who does AI recommend more?

Directive, named ahead of Hotspex Media in every answer

Directive first in 2Hotspex Media never first

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Top media buying agencies in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Directive and Hotspex Media were each mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Directive was listed before Hotspex Media in every answer.

Most recommended by AI

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

  1. Tinuiti1st
  2. Disruptive Advertising2nd
  3. Directive3rd
  4. Hotspex Media4th
  5. dentsu–
  6. WPP Media–
  7. Omnicom Media Group–
  8. IPG Mediabrands–
  9. Publicis Media–
  10. Havas Media–

Mentioned by AI

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

  • Tinuiti2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Disruptive Advertising2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Directive2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hotspex Media2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • dentsu0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • WPP Media0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Omnicom Media Group0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • IPG Mediabrands0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Publicis Media0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Havas Media0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about media buying agencies

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Is Directive or Hotspex Media more popular in search?

This chart shows how often people search Google for Directive and Hotspex Media by name. Each line represents a brand's share of searches for all ten media buying agencies we track, month by month, from English-language searches worldwide.

Directive and Hotspex Media among media buying agencies worldwide, by month

Share of searches by month for Directive, Hotspex Media. The figures are in the table below the chart.

View monthly share of searches table
MonthdentsuWPP MediaOmnicom Media GroupIPG MediabrandsPublicis MediaHavas MediaTinuitiDisruptive AdvertisingDirectiveHotspex Media
Oct 202537%25.8%11.1%11.1%6.1%5%2.3%0.82%0.64%0.11%
Nov 202537.9%24.7%11.4%11.4%6.2%5.1%2%0.67%0.45%0.11%
Dec 202535.6%23.1%15.9%10.7%5.8%4.8%2.7%0.76%0.51%0.1%
Jan 202636.1%27.1%13.3%8.9%5.9%4.9%2.3%0.82%0.62%0.1%
Feb 202636.6%26.1%13.5%9%6%4.9%2.3%0.83%0.63%0.09%
Mar 202636.3%26%13.4%9%6%4.9%2.8%0.98%0.63%0.11%
Apr 202636.6%26.1%13.5%9%4.9%4.9%3.4%0.82%0.63%0.09%
May 202632.5%28.3%14.6%9.7%5.3%5.3%3%0.59%0.58%0.09%
Jun 202633.8%29.4%12.4%8.3%6.8%5.5%2.6%0.62%0.6%0.08%
Jul 202632.6%32%14.6%6.5%5.3%5.3%2.5%0.59%0.58%0.08%
Aug 202633%32.4%14.8%5.4%5.4%5.4%2.5%0.59%0.47%0.06%
Sep 202636.1%30.3%13.3%5.9%5.9%4.9%2.3%0.79%0.43%0.06%

How has the Directive and Hotspex Media comparison changed over the last 12 months?

3 findings

How did search popularity change for media buying agencies worldwide in September 2026?

2 changes

  1. Estimated monthly branded searches for Hotspex Media worldwide fell 46.9% over 12 measured months, from 320 to 170 in September 2026.

  2. Estimated monthly branded searches for Directive worldwide fell 31.6% over 12 measured months, from 1.9K to 1.3K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Directive’s and Hotspex Media’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.

Directive

1 branded search term

  • directive consulting

Hotspex Media

1 branded search term

  • hotspex

How the Brand Demand Index is measured

Other head-to-heads among media buying agencies

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