Brandwave

BCG vs McKinsey & Company:Which is more popular?

In September 2026, BCG had more branded searches than McKinsey & Company among management consultancies in New Zealand. BCG had about 1,420 branded searches, while McKinsey & Company had 1,300. BCG made up 20.4% of all management consultancy searches we track, and McKinsey & Company accounted for 18.7%. When we asked ChatGPT and Google AI Overviews about management consultancies, McKinsey & Company appeared in three of the five answers and BCG in one. McKinsey & Company was mentioned before BCG in every answer that named either.

Among management consultancies in New Zealand in September 2026

Who do people search for more?

BCG, about 9% more searches than McKinsey & Company

BCG 1.4K searchesMcKinsey & Company 1.3K searches

Who does AI mention more?

McKinsey & Company, mentioned in 3 of 5 answers, BCG in 1

McKinsey & Company in 3 of 5BCG in 1 of 5

Who does AI recommend more?

McKinsey & Company, named ahead of BCG in 3 of 3 answers

McKinsey & Company first in 3BCG never first

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Top management consultancies in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, McKinsey & Company was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. BCG was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. McKinsey & Company was listed before BCG in every answer that named either.

Most recommended by AI

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

  1. McKinsey & Company1st
  2. Deloitte2nd
  3. MartinJenkins3rd
  4. L.E.K. Consulting4th
  5. BCG5th
  6. Bain & Company6th
  7. Tenzing7th
  8. Accenture8th
  9. Sapere–

Mentioned by AI

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

  • McKinsey & Company3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MartinJenkins3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Deloitte3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • L.E.K. Consulting2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tenzing2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Accenture1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • BCG1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bain & Company1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sapere0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about management consultancies

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 21, 2026.

Is BCG or McKinsey & Company more popular in search?

This chart shows how often people search Google for BCG and McKinsey & Company by name. Each line represents a brand's share of searches for all nine management consultancies we track, month by month, from searches in New Zealand.

BCG and McKinsey & Company among management consultancies in New Zealand, by month

Share of searches by month for BCG, McKinsey & Company. The figures are in the table below the chart.

View monthly share of searches table
MonthAccentureBCGMcKinsey & CompanyMartinJenkinsDeloitteBain & CompanySapereL.E.K. ConsultingTenzing
Oct 202538.6%16.6%17.9%7.6%9%8.1%1.5%0.64%0.13%
Nov 202536.5%17.9%16.3%8.7%10.6%7.8%1.5%0.44%0.29%
Dec 202533.1%18.3%17.7%7.7%11.8%9.1%1.6%0.59%0.2%
Jan 202631.1%20%18.9%7.5%8.9%10.6%1.9%0.78%0.16%
Feb 202632.9%21.4%16.1%7.7%8.6%10.5%2.1%0.52%0.13%
Mar 202633.3%15.7%21.8%8%10.9%7.6%2.1%0.55%0.11%
Apr 202635.8%19.3%16.5%8.4%8.1%8.1%2.6%1%0.14%
May 202629%22.2%19.1%10.5%8.9%7.6%2.2%0.44%0.15%
Jun 202635.8%17.1%18.6%8.3%8.8%8.3%2.7%0.42%0.14%
Jul 202639.1%15.2%15.2%10.9%9.2%7.4%2.3%0.6%0.15%
Aug 202634.8%17.2%18.3%9.6%10.6%6.8%2.1%0.4%0.13%
Sep 202629.3%20.4%18.7%10.3%9.8%9.3%1.4%0.57%0.14%

How has the BCG and McKinsey & Company comparison changed over the last 12 months?

3 findings
  • The lead changed hands 5 times in the 12 months ending September 2026: BCG took it in November 2025, McKinsey & Company took it in March 2026, BCG took it in April 2026, McKinsey & Company took it in June 2026, BCG took it in September 2026.
  • Across the 12 months ending September 2026, BCG’s share of searches among management consultancies in New Zealand moved from 16.6% to 20.4%, and its estimated monthly branded searches moved from 1.3K to 1.4K.
  • Across the 12 months ending September 2026, McKinsey & Company’s share of searches among management consultancies in New Zealand moved from 17.9% to 18.7%, and its estimated monthly branded searches moved from 1.4K to 1.3K.

How did search popularity change for New Zealand management consultancies in September 2026?

1 change

  1. In September 2026, BCG overtook McKinsey & Company to rank 2nd among management consultancies in New Zealand, with 20.4% of the searches.

How are branded searches counted?

9 search terms

Brandwave collects information about searches that people make online using BCG’s and McKinsey & Company’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.

BCG

4 branded search terms

  • bcg
  • bcg consulting
  • bcg consulting group
  • boston consulting group strategy

McKinsey & Company

5 branded search terms

  • 7 mckinsey
  • mckinsey
  • mckinsey 7s
  • mckinsey consultant
  • mckinsey firm

How the Brand Demand Index is measured

Other head-to-heads among management consultancies

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