Brandwave

How popular isAFL in search?

In August 2026, there were an estimated 108K branded searches for AFL in New Zealand which is up 712.1% over the last 11 months. AFL holds 2.9% estimated Share of Search among New Zealand sports leagues and is ranked 4th of 6 competitors for search popularity.

Share of Search, August 2026
  1. NRL76.1%
  2. Premier League11.5%
  3. A-League5.7%
  4. AFL2.9%
  5. NFL2.1%
  6. NBA1.8%
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Which sports leagues compete with AFL?

AFL against sports leagues in New Zealand, by month

Share of Search by month for NRL, Premier League, A-League, AFL, NFL. The figures are in the table below the chart.

View monthly share of search table
MonthNRLPremier LeagueA-LeagueAFLNFLNBA
Oct 202514.4%24.8%15.2%0.52%16.8%28.2%
Nov 20253.5%24%16.2%0.27%14.9%41.1%
Dec 20251.8%30.8%20%0.13%14.3%33.1%
Jan 20262.2%27.8%19.9%0.16%16.9%33.1%
Feb 202610.7%34%21.2%0.32%3.4%30.4%
Mar 202634%23%14.5%1.8%0.61%26.2%
Apr 202638.4%19.1%11.9%2%0.91%27.7%
May 202633.8%20.9%10.8%1.7%0.28%32.6%
Jun 202656.7%1.3%0.86%2.4%0.57%38.2%
Jul 202685.2%3%1.8%4.2%0.72%5.1%
Aug 202676.1%11.5%5.7%2.9%2.1%1.8%
Sep 2026——————

  1. 1.NRL

    76.1%

    held 1st · 2.9M estimated branded searches · +59.6% vs prior month · -9.1 points

  2. 2.Premier League

    11.5%

    moved from 4th to 2nd · 433K estimated branded searches · +578.7% vs prior month · +8.5 points

  3. 3.A-League

    5.7%

    moved from 5th to 3rd · 214K estimated branded searches · +465.3% vs prior month · +3.9 points

  4. 4.AFL

    2.9%

    moved from 3rd to 4th · 108K estimated branded searches · +23.5% vs prior month · -1.3 points

  5. 5.NFL

    2.1%

    moved from 6th to 5th · 77.9K estimated branded searches · +413.4% vs prior month · +1.3 points

  6. 6.NBA

    1.8%

    moved from 2nd to 6th · 68.9K estimated branded searches · -36.4% vs prior month · -3.3 points

Compare search popularity between AFL and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for AFL in New Zealand rose from 13.3K to 108K.
  • Across the 11 months ending August 2026, AFL’s estimated Share of Search among sports leagues in New Zealand increased from 0.52% to 2.9%.
  • Across the 11 months ending August 2026, AFL’s estimated Share of Search among sports leagues in New Zealand peaked at 4.2% in July 2026 and was lowest at 0.13% in December 2025.
  • Across the 11 months ending August 2026, AFL rose from 6th to 4th among sports leagues in New Zealand.

How did search popularity change for New Zealand sports leagues in August 2026?

  1. In August 2026, Premier League overtook NBA to rank 2nd among sports leagues in New Zealand, at 11.5%.

  2. In August 2026, A-League overtook NBA to rank 3rd among sports leagues in New Zealand, at 5.7%.

  3. In August 2026, NFL overtook NBA to rank 5th among sports leagues in New Zealand, at 2.1%.

  4. In August 2026, NRL lost estimated Share of Search among sports leagues in New Zealand, from 85.2% to 76.1%.

  5. In August 2026, NBA lost estimated Share of Search among sports leagues in New Zealand, from 5.1% to 1.8%.

  6. In August 2026, AFL lost estimated Share of Search among sports leagues in New Zealand, from 4.2% to 2.9%.

How is AFL measured?

Brandwave collects information about searches that people make online using AFL’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.

19 branded search terms

  • afl
  • afl collingwood
  • afl com au
  • afl draw
  • afl fixture
  • afl grand
  • afl ladder
  • afl live
  • afl live scores
  • afl match
  • afl near me
  • afl new zealand
  • afl nz
  • afl online
  • afl results
  • afl results today
  • afl scores
  • afl teams
  • afl w

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How the Brand Demand Index is measured

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