Brandwave

How popular isSPCA?

In September 2026, people searched for SPCA by name about 41,300 times in New Zealand, about the same as the previous year. These searches made up 96.1% of all New Zealand animal welfare charity searches, placing SPCA first out of six charities. When we asked both ChatGPT and Google AI Overviews about animal welfare charities, SPCA appeared in all answers and was the most recommended of the six.

Search and AI answers in September 2026

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

  1. SPCAShare of searches 96.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. HUHAShare of searches 1.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. SAFEShare of searches 1.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  4. Guide Dogs NZShare of searches 0.57%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  5. Bird RescueShare of searches 0.45%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top animal welfare charities in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, SPCA appeared in all five answers. SPCA is the most recommended of the six.

Most recommended by AI

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

  1. SPCA1st
  2. HUHA2nd
  3. SAFE3rd
  4. Paw Justice4th
  5. Guide Dogs NZ5th
  6. Bird Rescue–

Mentioned by AI

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

  • SPCA5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • HUHA5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • SAFE3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Guide Dogs NZ1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Paw Justice1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bird Rescue0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about animal welfare charities

5 answers

  • Asked ChatGPT

    “Which animal welfare charity should I join in New Zealand?”

    1. 1SPCA
    2. 2SAFE
    3. 3HUHA

  • Asked ChatGPT

    “What are the best animal welfare charities in New Zealand?”

    1. 1SPCA
    2. 2SAFE
    3. 3HUHA

  • Asked ChatGPT

    “What's the best animal welfare charity in New Zealand for animal lovers?”

    1. 1SPCA
    2. 2SAFE
    3. 3HUHA

  • Searched Google, AI Overview

    “animal welfare charities”

    1. 1SPCA
    2. 2HUHA
    3. 3Paw Justice
    4. 4Guide Dogs NZ

  • Searched Google, AI Overview

    “charities for animals”

    1. 1SPCA
    2. 2HUHA

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which animal welfare charities compete with SPCA?

SPCA against animal welfare charities in New Zealand, by month

Share of searches by month for SPCA. The figures are in the table below the chart.

View monthly share of searches table
MonthSPCAHUHASAFEGuide Dogs NZBird RescuePaw Justice
Oct 202596.6%0.55%1.2%0.53%0.96%0.22%
Nov 202595.8%0.67%1.2%0.74%1.5%0.17%
Dec 202596.2%0.57%0.96%0.62%1.5%0.17%
Jan 202696.6%0.42%1.1%0.6%0.99%0.25%
Feb 202696.6%0.62%1.1%0.73%0.65%0.25%
Mar 202696.8%0.52%1.2%0.85%0.45%0.26%
Apr 202696.9%0.66%0.94%0.73%0.38%0.4%
May 202697.2%0.82%0.94%0.61%0.26%0.21%
Jun 202697.3%0.59%0.95%0.62%0.28%0.21%
Jul 202697.5%0.48%0.96%0.5%0.36%0.22%
Aug 202696%1.3%1.4%0.62%0.36%0.26%
Sep 202696.1%1.5%1.2%0.57%0.45%0.17%

  1. 1.SPCA

    96.1%

    Held 1st. 40.3K estimated branded searches, -0.64% vs prior month. Share +0.1 points.

  2. 2.HUHA

    1.5%

    Moved from 3rd to 2nd. 630 estimated branded searches, +12.5% vs prior month. Share +0.2 points.

  3. 3.SAFE

    1.2%

    Moved from 2nd to 3rd. 490 estimated branded searches, -18.3% vs prior month. Share -0.3 points.

  4. 4.Guide Dogs NZ

    0.57%

    Held 4th. 240 estimated branded searches, -7.7% vs prior month. Share 0 points.

  5. 5.Bird Rescue

    0.45%

    Held 5th. 190 estimated branded searches, +26.7% vs prior month. Share +0.1 points.

  6. 6.Paw Justice

    0.17%

    Held 6th. 70 estimated branded searches, -36.4% vs prior month. Share -0.1 points.

Compare popularity between SPCA and its closest rivals

Every comparison with SPCA

12 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for SPCA in New Zealand held steady, from 41.6K to 41.3K.
  • Across the 12 months ending September 2026, SPCA’s share of searches among animal welfare charities in New Zealand peaked at 97.5% in July 2026 and was lowest at 95.8% in November 2025.

How did search popularity change for New Zealand animal welfare charities in September 2026?

4 changes

  1. In September 2026, HUHA rose from 3rd to 2nd among animal welfare charities in New Zealand.

  2. In September 2026, SAFE fell from 2nd to 3rd among animal welfare charities in New Zealand.

  3. Estimated monthly branded searches for Bird Rescue in New Zealand fell 52.5% over 12 measured months, from 400 to 190 in September 2026.

  4. Estimated monthly branded searches for Paw Justice in New Zealand fell 22.2% over 12 measured months, from 90 to 70 in September 2026.

How are SPCA’s branded searches counted?

21 search terms

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

  • a spca
  • otago spca
  • spca
  • spca adoption
  • spca animals
  • spca cat
  • spca cat adoption
  • spca dogs
  • spca donate
  • spca foster
  • spca hours
  • spca kittens
  • spca marlborough
  • spca number
  • spca operating hours
  • spca opshop
  • spca puppies
  • spca southland
  • spca telephone number
  • spca volunteer
  • waikato spca

Do you work for SPCA? 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 SPCA compete?

SPCA is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
National charities1st of 947.9%Show ranking
Animal welfare charities1st of 696.1%Shown above
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Is SPCA 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.

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