Kantar vs YouGov:Which is more popular by branded search?
In August 2026, YouGov had more branded searches than Kantar among market research firms worldwide. YouGov was estimated to have 201K branded searches compared to Kantar’s 90.5K, and held a 30.8% Share of Search versus Kantar’s 13.9%. These are worldwide searches for English-language branded terms.
Follow Kantar vs YouGov and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Which is more popular in search, Kantar or YouGov?
Compare the market research firms brands work with. 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 YouGov, Kantar. The figures are in the table below the chart.
View monthly share of search table
| Month | Ipsos | YouGov | Kantar | GfK | Mintel | Nielsen |
|---|---|---|---|---|---|---|
| Oct 2025 | 30.8% | 30.8% | 16.9% | 13.8% | 6.2% | 1.5% |
| Nov 2025 | 28.1% | 34.4% | 15.4% | 15.4% | 4.6% | 2.1% |
| Dec 2025 | 32.4% | 32.4% | 14.6% | 14.6% | 4.4% | 1.6% |
| Jan 2026 | 29.7% | 36.4% | 13.4% | 13.4% | 4.9% | 2.2% |
| Feb 2026 | 31.6% | 31.6% | 14.2% | 14.2% | 6.4% | 1.9% |
| Mar 2026 | 32.3% | 32.3% | 14.4% | 14.4% | 5.3% | 1.3% |
| Apr 2026 | 37.7% | 30.8% | 13.8% | 11.3% | 5.1% | 1.2% |
| May 2026 | 34.1% | 34.1% | 15.3% | 10.3% | 4.6% | 1.7% |
| Jun 2026 | 43.3% | 28.9% | 13% | 8.7% | 3.9% | 2.1% |
| Jul 2026 | 31.7% | 38.7% | 14.3% | 9.5% | 3.5% | 2.3% |
| Aug 2026 | 37.7% | 30.8% | 13.9% | 11.4% | 3.4% | 2.8% |
| Sep 2026 | — | — | — | — | — | — |
How has the Kantar and YouGov comparison changed over the last 12 months?
3 findings
- YouGov was ahead of Kantar in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Kantar’s estimated Share of Search among market research firms worldwide moved from 16.9% to 13.9%, and its estimated monthly branded searches moved from 135K to 90.5K.
- Across the 11 months ending August 2026, YouGov’s estimated Share of Search among market research firms worldwide held steady at 30.8%, and its estimated monthly branded searches moved from 246K to 201K.
How did search popularity change for market research firms worldwide in August 2026?
3 changes
In August 2026, Ipsos overtook YouGov to take the highest estimated Share of Search among market research firms worldwide, at 37.7%.
In August 2026, YouGov lost estimated Share of Search among market research firms worldwide, from 38.7% to 30.8%.
Estimated monthly branded searches for Kantar worldwide fell 33% over 11 measured months, from 135K to 90.5K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Kantar’s and YouGov’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.
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.