Financial Times vs The Guardian:Which is more popular by branded search?
In August 2026, The Guardian had more branded searches than Financial Times among newspapers worldwide. The Guardian was estimated to have 4.1M branded searches compared to Financial Times’ 450K, and held a 45.4% Share of Search versus Financial Times’ 5%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Financial Times or The Guardian?
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 by month for The Guardian, Financial Times. The figures are in the table below the chart.
View monthly share of search table
| Month | The Guardian | The New York Times | The Washington Post | Financial Times | The Telegraph | The Times |
|---|---|---|---|---|---|---|
| Oct 2025 | 39.2% | 32.1% | 17.6% | 6.5% | 3.5% | 1.1% |
| Nov 2025 | 40.7% | 33.3% | 14.9% | 5.5% | 4.5% | 1.1% |
| Dec 2025 | 41.4% | 33.9% | 15.2% | 4.6% | 3.7% | 1.1% |
| Jan 2026 | 37.3% | 37.3% | 16.7% | 5% | 2.7% | 1% |
| Feb 2026 | 41.8% | 34.2% | 15.3% | 4.6% | 3.1% | 1.1% |
| Mar 2026 | 41.4% | 33.8% | 15.1% | 5.6% | 3% | 1.1% |
| Apr 2026 | 41.3% | 33.8% | 15.1% | 5.6% | 3% | 1.1% |
| May 2026 | 42.1% | 34.5% | 12.6% | 5.7% | 3.8% | 1.4% |
| Jun 2026 | 44.9% | 30.1% | 13.4% | 6% | 4% | 1.5% |
| Jul 2026 | 45% | 30.2% | 13.4% | 5% | 5% | 1.5% |
| Aug 2026 | 45.4% | 30.4% | 13.6% | 5% | 4.1% | 1.5% |
| Sep 2026 | — | — | — | — | — | — |
How has the Financial Times and The Guardian comparison changed over the last 12 months?
3 findings
- The Guardian was ahead of Financial Times in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Financial Times’ estimated Share of Search among newspapers worldwide moved from 6.5% to 5%, and its estimated monthly branded searches moved from 673K to 450K.
- Across the 11 months ending August 2026, The Guardian’s estimated Share of Search among newspapers worldwide moved from 39.2% to 45.4%, and its estimated monthly branded searches held steady at 4.1M.
How did search popularity change for newspapers worldwide in August 2026?
2 changes
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.
Estimated monthly branded searches for Financial Times worldwide fell 33.1% over 11 measured months, from 673K to 450K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Financial Times’ and The Guardian’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.
Financial Times
1 branded search term
- financial times
The Guardian
1 branded search term
- the guardian
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.