Brandwave

How popular isADT in search?

In August 2026, there were an estimated 720 branded searches for ADT in New Zealand which is down 12.2% over the last 11 months. ADT holds 11% estimated Share of Search among New Zealand security companies and is ranked 4th of 4 competitors for search popularity.

Share of Search, August 2026
  1. First Security33.8%
  2. Allied Security32.3%
  3. Armourguard22.8%
  4. ADT11%
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Which security companies compete with ADT?

ADT against security companies in New Zealand, by month

Share of Search by month for First Security, Allied Security, Armourguard, ADT. The figures are in the table below the chart.

View monthly share of search table
MonthFirst SecurityAllied SecurityArmourguardADT
Oct 202528.4%29.8%29.6%12.2%
Nov 202524.7%32%30.3%13%
Dec 202526.2%35%28.7%10.1%
Jan 202625.6%31.6%31%11.8%
Feb 202626.8%23.1%32.6%17.5%
Mar 202629.7%23.7%28.7%17.9%
Apr 202632.6%24.9%23.4%19.1%
May 202636.6%24.3%22.7%16.3%
Jun 202634.2%25.8%25.8%14.2%
Jul 202630.3%28%28.5%13.3%
Aug 202633.8%32.3%22.8%11%
Sep 2026————

  1. 1.First Security

    33.8%

    held 1st · 2.2K estimated branded searches · +29.2% vs prior month · +3.6 points

  2. 2.Allied Security

    32.3%

    moved from 3rd to 2nd · 2.1K estimated branded searches · +33.5% vs prior month · +4.3 points

  3. 3.Armourguard

    22.8%

    moved from 2nd to 3rd · 1.5K estimated branded searches · -7.5% vs prior month · -5.7 points

  4. 4.ADT

    11%

    held 4th · 720 estimated branded searches · -4% vs prior month · -2.2 points

Compare search popularity between ADT and its closest rivals

How has branded search demand for ADT changed in New Zealand over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for ADT in New Zealand fell from 820 to 720.
  • Across the 11 months ending August 2026, ADT’s estimated Share of Search among security companies in New Zealand decreased from 12.2% to 11%.
  • Across the 11 months ending August 2026, ADT’s estimated Share of Search among security companies in New Zealand peaked at 19.1% in April 2026 and was lowest at 10.1% in December 2025.

How did search popularity change for New Zealand security companies in August 2026?

  1. In August 2026, Allied Security overtook Armourguard to rank 2nd among security companies in New Zealand, at 32.3%.

  2. In August 2026, First Security gained estimated Share of Search among security companies in New Zealand, from 30.3% to 33.8%.

  3. In August 2026, Armourguard lost estimated Share of Search among security companies in New Zealand, from 28.5% to 22.8%.

  4. In August 2026, ADT lost estimated Share of Search among security companies in New Zealand, from 13.3% to 11%.

How is ADT measured?

Brandwave collects information about searches that people make online using ADT’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

8 branded search terms

  • adt alarm
  • adt alarm monitoring
  • adt alarm system
  • adt home security
  • adt security
  • adt security guard
  • adt security monitoring
  • adt security system

Do you work for ADT? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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