Brandwave

How popular isDeloitte?

In September 2026, people searched for Deloitte by name about 680 times in New Zealand, about the same as the previous year. These searches made up 13.2% of all New Zealand tax advisory brand searches, placing Deloitte third out of five brands. When we asked both ChatGPT and Google AI Overviews about tax advisory brands, Deloitte appeared in three of the five answers and was the most recommended of the five.

Search and AI answers in September 2026

Deloitte is the third most searched of 5 competitors and the 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
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Top tax advisory brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Deloitte was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Deloitte is the 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 Deloitte?

    Deloitte 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 Deloitte and its closest rivals

    Every comparison with Deloitte

    23 comparisons

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

    3 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for Deloitte in New Zealand held steady, from 700 to 680.
    • Across the 12 months ending September 2026, Deloitte’s share of searches among tax advisory brands in New Zealand decreased from 17.7% to 13.2%.
    • Across the 12 months ending September 2026, Deloitte’s share of searches among tax advisory brands in New Zealand peaked at 18.9% in December 2025 and was lowest at 13.2% 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 Deloitte’s branded searches counted?

    4 search terms

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

    • Deloitte Dunedin
    • Deloitte Hamilton
    • Deloitte New Zealand
    • Deloitte Tauranga

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    How the Brand Demand Index is measured

    Where does Deloitte compete?

    Deloitte is ranked in five 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 firms7th of 116.7%Show ranking
    Management consultancies5th of 99.8%Show ranking
    Tax advisory brands3rd of 513.2%Shown above
    Corporate finance and M&A advisers2nd of 815.5%Show ranking
    Insolvency and restructuring firms1st of 727.3%Show ranking
    Creator with pink hair and a pink jacket

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