Brandwave

EY vs Grant Thornton:Which is more popular?

In September 2026, EY and Grant Thornton were level in searches among accounting and advisory firms in New Zealand, with an estimated 1.6K branded searches each, at 15.6% and 15.7% of the total. When we asked ChatGPT and Google AI Overviews about accounting and advisory firms, EY appeared in two of the five answers and Grant Thornton in one. EY was mentioned before Grant Thornton in every answer that named either.

Among accounting and advisory firms in New Zealand in September 2026

Who do people search for more?

Grant Thornton and EY are searched for about as often as each other.

Grant Thornton 1.6K searchesEY 1.6K searches

Who does AI mention more?

EY, mentioned in 2 of 5 answers, Grant Thornton in 1

EY in 2 of 5Grant Thornton in 1 of 5

Who does AI recommend more?

EY, named ahead of Grant Thornton in 2 of 2 answers

EY first in 2Grant Thornton never first

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Top accounting and advisory firms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, EY was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Grant Thornton was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. EY was listed before Grant Thornton in every answer that named either.

Most recommended by AI

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

  1. nextAdvisory1st
  2. BDO2nd
  3. PwC3rd
  4. KPMG4th
  5. Deloitte5th
  6. Moore Markhams6th
  7. EY7th
  8. Baker Tilly Staples Rodway8th
  9. Grant Thornton9th
  10. RSM10th
  11. +1 more

Mentioned by AI

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

  • BDO4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Moore Markhams4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Baker Tilly Staples Rodway3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • KPMG3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • nextAdvisory3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • PwC2 of 5Named in 1 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
  • Deloitte2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Grant Thornton1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • RSM1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about accounting and advisory firms

5 answers

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.

Is EY or Grant Thornton more popular in search?

This chart shows how often people search Google for EY and Grant Thornton by name. Each line represents a brand's share of searches for all 11 accounting and advisory firms we track, month by month, from searches in New Zealand.

EY and Grant Thornton among accounting and advisory firms in New Zealand, by month

Share of searches by month for Grant Thornton, EY. The figures are in the table below the chart.

View monthly share of searches table
MonthPwCGrant ThorntonEYBaker Tilly Staples RodwayKPMGBDODeloitteMoore MarkhamsnextAdvisoryRSMCrowe
Oct 202516.7%17.8%15.7%13.1%9.5%8%7.8%6.6%3.6%1.2%0.11%
Nov 202516.7%17.5%17.4%12.8%10%8.2%7.9%5.3%2.9%1.2%0.11%
Dec 202516.3%18.4%16.3%13.5%8.5%7.5%8.5%6.8%3%0.99%0.14%
Jan 202616.1%17.4%17.2%12.8%8.9%7.9%7.7%6.4%4.3%1.2%0.13%
Feb 202617.1%16.9%18.1%12%9.2%7.5%7%7.6%3.4%1.2%0.11%
Mar 202614.7%19.8%22.4%11.3%9.2%6.4%6.7%4.9%2.7%1.8%0.2%
Apr 202614.2%17.9%18.1%12.4%11.4%7.3%6.4%5.4%5.4%1.6%0.11%
May 202613.7%17.5%18.5%12.7%11.7%7.7%6.7%6.5%4.3%0.77%0.11%
Jun 202613.6%17.4%18.4%12.6%13.3%6.7%6.8%6.4%3.5%1.2%0.11%
Jul 202612.9%24.4%16.8%12.7%9.2%7.4%6.2%6%3.2%1.1%0.1%
Aug 202620.4%18.2%15.3%12.1%10.3%7.3%7.6%4.6%3.1%1.1%0.1%
Sep 202625.2%15.7%15.6%10.8%9.8%7%6.7%5.8%2.5%0.88%0.1%

How has the EY and Grant Thornton comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand accounting and advisory firms in September 2026?

2 changes

  1. In September 2026, Grant Thornton lost share of searches among accounting and advisory firms in New Zealand, from 18.2% to 15.7%.

  2. Estimated monthly branded searches for EY in New Zealand rose 12.8% over 12 measured months, from 1.4K to 1.6K in September 2026.

How are branded searches counted?

12 search terms

Brandwave collects information about searches that people make online using EY’s and Grant Thornton’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

EY

11 branded search terms

  • ernst & young nz
  • ernst and young auckland
  • ernst and young new zealand
  • ernst and young nz
  • ernst and young wellington
  • EY Auckland
  • EY Christchurch
  • ey near me
  • ey new zealand
  • EY NZ
  • EY Wellington

Grant Thornton

1 branded search term

  • grant thornton

How the Brand Demand Index is measured

Other head-to-heads among accounting and advisory firms

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