GfK vs Measured:Which is more popular?
In September 2026, GfK had more branded searches than Measured among media measurement platforms worldwide. GfK had about 90,500 branded searches, while Measured had 90. GfK made up 16.8% of all media measurement platform searches we track, and Measured accounted for 0.02%. When we asked ChatGPT and Google AI Overviews about media measurement platforms, Measured appeared in two of the five answers and GfK in none.
Who do people search for more?
GfK, about 1006 searches for every 1 for Measured
Who does AI mention more?
Measured, mentioned in 2 of 5 answers, GfK in 0
Who does AI recommend more?
Measured, the only one of the two named
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Top media measurement platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Measured was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. GfK did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Nielsen4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Comscore3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Rockerbox3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
AppsFlyer2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
DoubleVerify2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
VideoAmp2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Measured2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Kantar1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Ipsos0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- GfK0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about media measurement platforms
5 answers
Asked ChatGPT
“Which media measurement platform should I use?”
Asked ChatGPT
“What are the best media measurement platforms?”
Asked ChatGPT
“What's the best media measurement platform for audience measurement?”
Searched Google, AI Overview
“media measurement platforms”
Searched Google, AI Overview
“audience measurement software”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is GfK or Measured more popular in search?
This chart shows how often people search Google for GfK and Measured by name. Each line represents a brand's share of searches for all ten media measurement platforms we track, month by month, from English-language searches worldwide.
Share of searches by month for GfK, Measured. The figures are in the table below the chart.
View monthly share of searches table
| Month | Ipsos | GfK | Kantar | AppsFlyer | Comscore | Nielsen | DoubleVerify | VideoAmp | Measured | Rockerbox |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 45.2% | 16.5% | 20.3% | 11.1% | 2.7% | 1.8% | 1.8% | 0.44% | 0.02% | <0.01% |
| Nov 2025 | 37.4% | 20.5% | 20.5% | 13.8% | 2.8% | 2.8% | 1.8% | 0.45% | 0.02% | <0.01% |
| Dec 2025 | 42.3% | 19% | 19% | 12.7% | 2.5% | 2.1% | 1.7% | 0.51% | 0.02% | <0.01% |
| Jan 2026 | 40.1% | 18% | 18% | 14.7% | 3.6% | 2.9% | 2% | 0.58% | 0.02% | <0.01% |
| Feb 2026 | 41.7% | 18.8% | 18.8% | 12.5% | 3.1% | 2.5% | 2.1% | 0.6% | 0.02% | <0.01% |
| Mar 2026 | 41.2% | 18.4% | 18.4% | 15.1% | 3% | 1.7% | 1.7% | 0.49% | 0.02% | <0.01% |
| Apr 2026 | 49.1% | 14.8% | 17.9% | 12.1% | 2.4% | 1.6% | 1.6% | 0.47% | 0.02% | <0.01% |
| May 2026 | 45.3% | 13.6% | 20.2% | 13.6% | 2.7% | 2.2% | 1.8% | 0.44% | 0.02% | <0.01% |
| Jun 2026 | 51.5% | 10.4% | 15.5% | 15.5% | 2.5% | 2.5% | 1.7% | 0.41% | 0.02% | <0.01% |
| Jul 2026 | 43.2% | 13% | 19.5% | 15.9% | 2.6% | 3.2% | 2.1% | 0.41% | 0.02% | <0.01% |
| Aug 2026 | 46% | 13.8% | 16.9% | 13.8% | 2.8% | 3.4% | 2.8% | 0.54% | 0.02% | <0.01% |
| Sep 2026 | 45.7% | 16.8% | 16.8% | 13.8% | 2.8% | 2.2% | 1.5% | 0.36% | 0.02% | <0.01% |
How has the GfK and Measured comparison changed over the last 12 months?
3 findings
- GfK was ahead of Measured in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, GfK’s share of searches among media measurement platforms worldwide moved from 16.5% to 16.8%, and its estimated monthly branded searches moved from 110K to 90.5K.
- Across the 12 months ending September 2026, Measured’s share of searches among media measurement platforms worldwide held steady at 0.02%, and its estimated monthly branded searches moved from 140 to 90.
How did search popularity change for media measurement platforms worldwide in September 2026?
2 changes
In September 2026, GfK overtook Kantar and AppsFlyer to rank 2nd among media measurement platforms worldwide, with 16.8% of the searches.
Estimated monthly branded searches for Measured worldwide fell 35.7% over 12 measured months, from 140 to 90 in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using GfK’s and Measured’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.
Other head-to-heads among media measurement platforms
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