---
title: "Kantar vs YouGov BrandIndex: Which is searched more?"
description: "Which is more popular in search, Kantar or YouGov BrandIndex? Compare estimated monthly branded-search demand and Share of Search inside the Brand tracking platforms set worldwide. 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."
canonical: "https://gobrandwave.com/demand/global-en/compare/kantar-vs-yougov-brandindex"
publisher: "Brandwave"
---

# Kantar vs YouGov BrandIndex: Which is searched more?

Which is more popular in search, Kantar or YouGov BrandIndex? Compare estimated monthly branded-search demand and Share of Search inside the Brand tracking platforms set worldwide. 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.

## Key facts

- **Compared**: Kantar and YouGov BrandIndex
- **Competitive set**: Brand tracking platforms
- **Market**: Global
- **Month measured**: Sep 2026
- **Kantar Share of Search**: 62.6%
- **YouGov BrandIndex Share of Search**: 0.61%

## Which is more popular in search, Kantar or YouGov BrandIndex?

- In September 2026, Kantar had more branded searches than YouGov BrandIndex among brand tracking platforms worldwide. Kantar was estimated to have 90.5K branded searches compared to YouGov BrandIndex’s 880, and held a 62.6% Share of Search versus YouGov BrandIndex’s 0.61%.
- Kantar was ahead of YouGov BrandIndex in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Kantar’s estimated Share of Search among brand tracking platforms worldwide moved from 67.2% to 62.6%, and its estimated monthly branded searches moved from 135K to 90.5K.
- Across the 12 months ending September 2026, YouGov BrandIndex’s estimated Share of Search among brand tracking platforms worldwide moved from 0.36% to 0.61%, and its estimated monthly branded searches moved from 720 to 880.

## How did search popularity change for brand tracking platforms worldwide in September 2026?

- In September 2026, Kantar lost estimated Share of Search among brand tracking platforms worldwide, from 66.8% to 62.6%.
- Estimated monthly branded searches for YouGov BrandIndex worldwide rose 22.2% over 12 measured months, from 720 to 880 in September 2026.

## Month by month

| Month | Kantar estimated searches | Kantar Share of Search | Kantar rank | YouGov BrandIndex estimated searches | YouGov BrandIndex Share of Search | YouGov BrandIndex rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 135K | 67.2% | 1 | 720 | 0.36% | 5 |
| Nov 2025 | 110K | 62.5% | 1 | 720 | 0.41% | 5 |
| Dec 2025 | 90.5K | 62.7% | 1 | 480 | 0.33% | 5 |
| Jan 2026 | 90.5K | 62.2% | 1 | 720 | 0.5% | 5 |
| Feb 2026 | 90.5K | 62.6% | 1 | 720 | 0.5% | 5 |
| Mar 2026 | 110K | 62.2% | 1 | 1.6K | 0.9% | 4 |
| Apr 2026 | 110K | 66.9% | 1 | 880 | 0.54% | 5 |
| May 2026 | 110K | 67.1% | 1 | 880 | 0.54% | 5 |
| Jun 2026 | 90.5K | 62.7% | 1 | 720 | 0.5% | 5 |
| Jul 2026 | 90.5K | 66.8% | 1 | 720 | 0.53% | 5 |
| Aug 2026 | 90.5K | 66.8% | 1 | 720 | 0.53% | 5 |
| Sep 2026 | 90.5K | 62.6% | 1 | 880 | 0.61% | 5 |

## How each brand is measured

Brandwave collects information about searches that people make online using Kantar’s and YouGov BrandIndex’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.

- **Kantar**: Measured on the search term “kantar”.
- **YouGov BrandIndex**: Measured on the search term “yougov brandindex”.

- [Kantar profile](/demand/global-en/brands/kantar)
- [YouGov BrandIndex profile](/demand/global-en/brands/yougov-brandindex)
- [All brand tracking platforms worldwide](/demand/global-en/categories/brand-tracking-platforms): The set both shares are measured inside, 7 brands.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which is more popular in search, Kantar or YouGov BrandIndex?

In September 2026, Kantar had more branded searches than YouGov BrandIndex among brand tracking platforms worldwide. Kantar was estimated to have 90.5K branded searches compared to YouGov BrandIndex’s 880, and held a 62.6% Share of Search versus YouGov BrandIndex’s 0.61%.

## Cite this page

Brandwave. "Kantar vs YouGov BrandIndex: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/kantar-vs-yougov-brandindex

This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/kantar-vs-yougov-brandindex. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.