---
title: "Kantar vs YouGov: Which is searched more?"
description: "Which is more popular in search, Kantar or YouGov? Compare estimated monthly branded-search demand and Share of Search inside the Market research firms 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"
publisher: "Brandwave"
---

# Kantar vs YouGov: Which is searched more?

Which is more popular in search, Kantar or YouGov? Compare estimated monthly branded-search demand and Share of Search inside the Market research firms 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
- **Competitive set**: Market research firms
- **Market**: Global
- **Month measured**: Aug 2026
- **Kantar Share of Search**: 13.9%
- **YouGov Share of Search**: 30.8%

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

- 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%.
- 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?

- 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.

## Month by month

| Month | Kantar estimated searches | Kantar Share of Search | Kantar rank | YouGov estimated searches | YouGov Share of Search | YouGov rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 135K | 16.9% | 3 | 246K | 30.8% | 2 |
| Nov 2025 | 110K | 15.4% | 4 | 246K | 34.4% | 1 |
| Dec 2025 | 90.5K | 14.6% | 4 | 201K | 32.4% | 2 |
| Jan 2026 | 90.5K | 13.4% | 4 | 246K | 36.4% | 1 |
| Feb 2026 | 90.5K | 14.2% | 4 | 201K | 31.6% | 2 |
| Mar 2026 | 110K | 14.4% | 4 | 246K | 32.3% | 2 |
| Apr 2026 | 110K | 13.8% | 3 | 246K | 30.8% | 2 |
| May 2026 | 110K | 15.3% | 3 | 246K | 34.1% | 2 |
| Jun 2026 | 90.5K | 13% | 3 | 201K | 28.9% | 2 |
| Jul 2026 | 90.5K | 14.3% | 3 | 246K | 38.7% | 1 |
| Aug 2026 | 90.5K | 13.9% | 3 | 201K | 30.8% | 2 |
| Sep 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.

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

- [Kantar profile](/demand/global-en/brands/kantar)
- [YouGov profile](/demand/global-en/brands/yougov)
- [All market research firms worldwide](/demand/global-en/categories/market-research-firms): The set both shares are measured inside, 6 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?

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%.

## Cite this page

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

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