Brandwave

How popular isBDO?

In September 2026, people searched for BDO by name about 1,450 times in New Zealand, a 16% increase from the previous year. These searches made up 3.9% of all New Zealand tax advisory brand searches, placing BDO fourth out of five brands. When we asked both ChatGPT and Google AI Overviews about tax advisory brands, BDO appeared in one of the five answers and was the fifth most recommended of the five.

Search and AI answers in September 2026

BDO is the fourth most searched of 5 competitors and the fifth most recommended in AI answers.

  1. PwCShare of searches 50%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. EYShare of searches 30.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  3. DeloitteShare of searches 13.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  4. BDOShare of searches 3.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  5. KPMGShare of searches 2.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
BDO website (opens in a new tab)

Follow BDO and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top tax advisory brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, BDO was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. BDO is the fifth most recommended of the five.

Most recommended by AI

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

  1. Deloitte1st
  2. PwC2nd
  3. EY3rd
  4. KPMG4th
  5. BDO5th

Mentioned by AI

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

  • KPMG4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • PwC3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Deloitte3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • EY2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • BDO1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about tax advisory brands

5 answers

  • Asked ChatGPT

    “Which tax advisory brand should I hire in New Zealand?”

    1. 1KPMG

  • Asked ChatGPT

    “What are the best tax advisory brands in New Zealand?”

    1. 1Deloitte
    2. 2PwC
    3. 3EY
    4. 4KPMG
    5. 5BDO

  • Asked ChatGPT

    “What's the best tax advisory brand in New Zealand for tax advice?”

    1. 1Deloitte
    2. 2PwC
    3. 3KPMG

  • Searched Google, AI Overview

    “best tax advisor”

    1. 1Deloitte
    2. 2EY
    3. 3KPMG
    4. 4PwC

  • Searched Google, AI Overview

    “business tax advice”

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

    Which tax advisory brands compete with BDO?

    BDO against tax advisory brands in New Zealand, by month

    Share of searches by month for PwC, EY, Deloitte, BDO, KPMG. The figures are in the table below the chart.

    View monthly share of searches table
    MonthPwCEYDeloitteBDOKPMG
    Oct 202538%35.7%17.7%6.3%2.3%
    Nov 202535.8%37.4%16.9%7.3%2.6%
    Dec 202536.3%36.3%18.9%6.3%2.2%
    Jan 202636.1%38.6%17.2%6%2.1%
    Feb 202637.7%39.8%15.3%4.7%2.6%
    Mar 202630.7%46.8%14.1%5.4%3%
    Apr 202633.9%43.2%15.2%5.3%2.4%
    May 202632.4%43.8%15.8%5.7%2.3%
    Jun 202631.9%43.4%16.1%5.1%3.6%
    Jul 202632.9%42.7%15.8%5.7%2.8%
    Aug 202643.2%32.3%16%5.7%2.8%
    Sep 202650%30.8%13.2%3.9%2.1%

    1. 1.PwC

      50%

      Held 1st. 2.6K estimated branded searches, +21.1% vs prior month. Share +6.8 points.

    2. 2.EY

      30.8%

      Held 2nd. 1.6K estimated branded searches, 0% vs prior month. Share -1.4 points.

    3. 3.Deloitte

      13.2%

      Held 3rd. 680 estimated branded searches, -13.9% vs prior month. Share -2.8 points.

    4. 4.BDO

      3.9%

      Held 4th. 200 estimated branded searches, -28.6% vs prior month. Share -1.8 points.

    5. 5.KPMG

      2.1%

      Held 5th. 110 estimated branded searches, -21.4% vs prior month. Share -0.7 points.

    Compare popularity between BDO and its closest rivals

    Every comparison with BDO

    15 comparisons

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

    3 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for BDO in New Zealand rose from 1.3K to 1.4K.
    • Across the 12 months ending September 2026, BDO’s share of searches among tax advisory brands in New Zealand decreased from 6.3% to 3.9%.
    • Across the 12 months ending September 2026, BDO’s share of searches among tax advisory brands in New Zealand peaked at 7.3% in November 2025 and was lowest at 3.9% in September 2026.

    How did search popularity change for New Zealand tax advisory brands in September 2026?

    5 changes

    1. In September 2026, PwC gained share of searches among tax advisory brands in New Zealand, from 43.2% to 50%.

    2. In September 2026, Deloitte lost share of searches among tax advisory brands in New Zealand, from 16% to 13.2%.

    3. In September 2026, BDO lost share of searches among tax advisory brands in New Zealand, from 5.7% to 3.9%.

    4. In September 2026, EY lost share of searches among tax advisory brands in New Zealand, from 32.3% to 30.8%.

    5. In September 2026, KPMG lost share of searches among tax advisory brands in New Zealand, from 2.8% to 2.1%.

    How are BDO’s branded searches counted?

    9 search terms

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

    • bdo accountants
    • bdo chartered accountants
    • BDO Hamilton
    • bdo napier
    • bdo new plymouth
    • BDO New Zealand
    • BDO Northland
    • bdo nz
    • BDO Tauranga

    Do you work for BDO? 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 BDO compete?

    BDO is ranked in seven competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
    Competitor setRankShare of searchesRanking
    accounting and advisory firms6th of 117%Show ranking
    Tax advisory brands4th of 53.9%Shown above
    Insolvency and restructuring firms4th of 714.9%Show ranking
    New Plymouth accounting firms1st of 846.3%Show ranking
    Whangarei accounting firms4th of 98.8%Show ranking
    Napier accounting firms3rd of 1015.2%Show ranking
    Invercargill accounting firms3rd of 58.7%Show ranking
    Creator with pink hair and a pink jacket

    Is BDO your brand?

    Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

    Start free