Night Media vs Underscore Talent:Which is more popular?
In September 2026, Night Media and Underscore Talent were level in searches among creator representation agencies worldwide, with an estimated 2.9K branded searches each, at 9.8% of the total each. When we asked ChatGPT and Google AI Overviews about creator representation agencies, Night Media appeared in two of the five answers and Underscore Talent in one. Night Media was mentioned before Underscore Talent in every answer.
Who do people search for more?
Night Media and Underscore Talent are searched for about as often as each other.
Who does AI mention more?
Night Media, mentioned in 2 of 5 answers, Underscore Talent in 1
Who does AI recommend more?
Night Media, named ahead of Underscore Talent in every answer
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Top creator representation agencies in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Night Media was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Underscore Talent was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Night Media was listed before Underscore Talent in every answer.
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.
Viral Nation3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Night Media2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Digital Brand Architects2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Underscore Talent1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Select Management Group1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Studio710 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Whalar0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Village Marketing0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Gleam Futures0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about creator representation agencies
5 answers
Asked ChatGPT
“Which creator representation agency should I hire?”
Asked ChatGPT
“What are the best creator representation agencies?”
Asked ChatGPT
“What's the best creator representation agency for a creator career?”
Searched Google, AI Overview
“creator management agency”
Searched Google, AI Overview
“creator representation agency”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is Night Media or Underscore Talent more popular in search?
This chart shows how often people search Google for Night Media and Underscore Talent by name. Each line represents a brand's share of searches for all nine creator representation agencies we track, month by month, from English-language searches worldwide.
Share of searches by month for Night Media, Underscore Talent. The figures are in the table below the chart.
View monthly share of searches table
| Month | Studio71 | Viral Nation | Night Media | Underscore Talent | Whalar | Digital Brand Architects | Select Management Group | Village Marketing | Gleam Futures |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 31.4% | 20.9% | 20.9% | 9.2% | 7.6% | 5.1% | 2.3% | 1.5% | 1% |
| Nov 2025 | 31% | 25.2% | 16.8% | 9.2% | 7.3% | 5% | 2.3% | 1.8% | 1.5% |
| Dec 2025 | 36.9% | 24.6% | 13.4% | 8.9% | 6% | 4.8% | 2.7% | 1.5% | 1.2% |
| Jan 2026 | 33.9% | 27.8% | 12.3% | 10.1% | 5.3% | 5.3% | 2.8% | 1.3% | 1.1% |
| Feb 2026 | 32.5% | 26.6% | 14.4% | 9.5% | 6.2% | 5.3% | 2.9% | 1.3% | 1.3% |
| Mar 2026 | 33.2% | 22.2% | 18.1% | 8% | 6.6% | 6.6% | 2.4% | 1.6% | 1.3% |
| Apr 2026 | 40.1% | 22% | 11.9% | 9.8% | 6.5% | 5.1% | 2% | 1.6% | 1.1% |
| May 2026 | 37% | 24.8% | 13.4% | 8.9% | 7.3% | 4% | 2.2% | 1.5% | 0.98% |
| Jun 2026 | 42.9% | 19.2% | 6.9% | 6.9% | 15.6% | 4.5% | 2.4% | 0.92% | 0.76% |
| Jul 2026 | 38.7% | 21.1% | 9.3% | 11.5% | 9.3% | 5.1% | 2.8% | 1.2% | 1% |
| Aug 2026 | 42.7% | 19% | 8.4% | 10.4% | 8.4% | 5.5% | 3.8% | 1.1% | 0.75% |
| Sep 2026 | 40.8% | 22.3% | 9.8% | 9.8% | 8.1% | 4.4% | 3% | 1.1% | 0.88% |
How has the Night Media and Underscore Talent comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Underscore Talent took it in July 2026.
- Across the 12 months ending September 2026, Night Media’s share of searches among creator representation agencies worldwide moved from 20.9% to 9.8%, and its estimated monthly branded searches moved from 6.6K to 2.9K.
- Across the 12 months ending September 2026, Underscore Talent’s share of searches among creator representation agencies worldwide moved from 9.2% to 9.8%, and its estimated monthly branded searches held steady at 2.9K.
How did search popularity change for creator representation agencies worldwide in September 2026?
2 changes
In September 2026, Night Media overtook Underscore Talent to rank 3rd among creator representation agencies worldwide, with 9.8% of the searches.
In September 2026, Underscore Talent lost share of searches among creator representation agencies worldwide, from 10.4% to 9.8%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Night Media’s and Underscore Talent’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.
Night Media
1 branded search term
- night media
Underscore Talent
1 branded search term
- underscore talent
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