Brandwave

How popular isADT?

In September 2026, people searched for ADT by name about 600 times in New Zealand, a 27.7% decrease from the previous year. These searches made up 7.7% of all New Zealand security company searches, placing ADT fifth out of six companies. When we asked both ChatGPT and Google AI Overviews about security companies, ADT appeared in two of the four answers and was the fifth most recommended of the six.

Search and AI answers in September 2026

ADT is the fifth most searched of 6 competitors and the fifth most recommended in AI answers.

  1. Allied SecurityShare of searches 24.6%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  2. ArmourguardShare of searches 21.8%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd
  3. First SecurityShare of searches 20%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  4. Red BadgeShare of searches 20%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
  5. ADTShare of searches 7.7%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th

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Top security companies in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, ADT was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. ADT is the fifth most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. First Security1st
  2. Armourguard2nd
  3. Red Badge3rd
  4. Allied Security4th
  5. ADT5th
  6. Chubb Security–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • First Security3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Allied Security2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Armourguard2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Red Badge2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • ADT2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Chubb Security1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about security companies

4 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which security companies compete with ADT?

ADT against security companies in New Zealand, by month

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

View monthly share of searches table
MonthAllied SecurityArmourguardFirst SecurityRed BadgeADTChubb Security
Oct 202522.3%26.1%18.1%18.1%9.9%5.4%
Nov 202522.3%25.8%13.9%22.3%10.2%5.4%
Dec 202526.9%25.6%16.8%16.8%8.4%5.4%
Jan 202623.9%27.7%14.9%19.4%9.3%4.8%
Feb 202615.5%28.4%15.5%20.2%13%7.4%
Mar 202616.9%25.3%16.9%20.9%13.7%6.3%
Apr 202619.5%21.9%19.5%19.5%15%4.8%
May 202619%20.8%23.3%19%12.2%5.7%
Jun 202620.6%24.5%20.6%15.8%12.3%6.2%
Jul 202622.5%26.4%17.3%17.3%11.1%5.5%
Aug 202624.4%21.8%19.8%19.8%9.4%4.9%
Sep 202624.6%21.8%20%20%7.7%6%

  1. 1.Allied Security

    24.6%

    Held 1st. 1.6K estimated branded searches, 0% vs prior month. Share +0.2 points.

  2. 2.Armourguard

    21.8%

    Held 2nd. 1.4K estimated branded searches, -0.7% vs prior month. Share 0 points.

  3. 3.First Security

    20%

    Held 3rd. 1.3K estimated branded searches, 0% vs prior month. Share +0.2 points.

  4. 4.Red Badge

    20%

    Held 4th. 1.3K estimated branded searches, 0% vs prior month. Share +0.2 points.

  5. 5.ADT

    7.7%

    Held 5th. 500 estimated branded searches, -19.4% vs prior month. Share -1.8 points.

  6. 6.Chubb Security

    6%

    Held 6th. 390 estimated branded searches, +21.9% vs prior month. Share +1.1 points.

Compare popularity between ADT and its closest rivals

Every comparison with ADT

7 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for ADT in New Zealand fell from 830 to 600.
  • Across the 12 months ending September 2026, ADT’s share of searches among security companies in New Zealand decreased from 9.9% to 7.7%.
  • Across the 12 months ending September 2026, ADT’s share of searches among security companies in New Zealand peaked at 15% in April 2026 and was lowest at 7.7% in September 2026.

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

5 changes

  1. In September 2026, Chubb Security gained share of searches among security companies in New Zealand, from 4.9% to 6%.

  2. In September 2026, ADT lost share of searches among security companies in New Zealand, from 9.4% to 7.7%.

  3. Red Badge’s share of searches among security companies in New Zealand has gained ground for 3 months in a row, from 15.8% to 20% in September 2026.

  4. Allied Security’s share of searches among security companies in New Zealand has gained ground for 3 months in a row, from 20.6% to 24.6% in September 2026.

  5. Estimated monthly branded searches for Armourguard in New Zealand fell 24.1% over 12 measured months, from 1.9K to 1.4K in September 2026.

How are ADT’s branded searches counted?

9 search terms

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.

  • adt alarm
  • adt alarm monitoring
  • adt alarm system
  • adt doorbell camera
  • 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

Where does ADT compete?

ADT is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Doorbell camera brands5th of 50%Show ranking
Security companies5th of 67.7%Shown above
Fire alarm brands2nd of 69.1%Show ranking
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Is ADT your brand?

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