ADT vs Armourguard:Which is more popular?
In September 2026, Armourguard had more branded searches than ADT among security companies in New Zealand. Armourguard had about 1,420 branded searches, while ADT had 500. Armourguard made up 21.8% of all security company searches we track, and ADT accounted for 7.7%. When we asked ChatGPT and Google AI Overviews about security companies, ADT and Armourguard each appeared in two of the four answers. Armourguard was mentioned before ADT in every answer that named either.
Who do people search for more?
Armourguard, about 3 searches for every 1 for ADT
Who does AI mention more?
Both were mentioned in 2 of 4 answers.
Who does AI recommend more?
Armourguard, named ahead of ADT in 2 of 2 answers
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Top security companies in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, ADT was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Armourguard was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. Armourguard was listed before ADT in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
First Security3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Allied Security2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Armourguard2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Red Badge2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
ADT2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Chubb Security1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about security companies
4 answers
Asked ChatGPT
“Which security company should I hire in New Zealand?”
Asked ChatGPT
“What are the best security companies in New Zealand?”
Asked ChatGPT
“What's the best security company in New Zealand for alarm monitoring?”
Searched Google, AI Overview
“security companies nz”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“security guards nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is ADT or Armourguard more popular in search?
This chart shows how often people search Google for ADT and Armourguard by name. Each line represents a brand's share of searches for all six security companies we track, month by month, from searches in New Zealand.
Share of searches by month for Armourguard, ADT. The figures are in the table below the chart.
View monthly share of searches table
| Month | Allied Security | Armourguard | First Security | Red Badge | ADT | Chubb Security |
|---|---|---|---|---|---|---|
| Oct 2025 | 22.3% | 26.1% | 18.1% | 18.1% | 9.9% | 5.4% |
| Nov 2025 | 22.3% | 25.8% | 13.9% | 22.3% | 10.2% | 5.4% |
| Dec 2025 | 26.9% | 25.6% | 16.8% | 16.8% | 8.4% | 5.4% |
| Jan 2026 | 23.9% | 27.7% | 14.9% | 19.4% | 9.3% | 4.8% |
| Feb 2026 | 15.5% | 28.4% | 15.5% | 20.2% | 13% | 7.4% |
| Mar 2026 | 16.9% | 25.3% | 16.9% | 20.9% | 13.7% | 6.3% |
| Apr 2026 | 19.5% | 21.9% | 19.5% | 19.5% | 15% | 4.8% |
| May 2026 | 19% | 20.8% | 23.3% | 19% | 12.2% | 5.7% |
| Jun 2026 | 20.6% | 24.5% | 20.6% | 15.8% | 12.3% | 6.2% |
| Jul 2026 | 22.5% | 26.4% | 17.3% | 17.3% | 11.1% | 5.5% |
| Aug 2026 | 24.4% | 21.8% | 19.8% | 19.8% | 9.4% | 4.9% |
| Sep 2026 | 24.6% | 21.8% | 20% | 20% | 7.7% | 6% |
How has the ADT and Armourguard comparison changed over the last 12 months?
3 findings
- Armourguard was ahead of ADT in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, ADT’s share of searches among security companies in New Zealand moved from 9.9% to 7.7%, and its estimated monthly branded searches moved from 710 to 500.
- Across the 12 months ending September 2026, Armourguard’s share of searches among security companies in New Zealand moved from 26.1% to 21.8%, and its estimated monthly branded searches moved from 1.9K to 1.4K.
How did search popularity change for New Zealand security companies in September 2026?
2 changes
In September 2026, ADT lost share of searches among security companies in New Zealand, from 9.4% to 7.7%.
Estimated monthly branded searches for Armourguard in New Zealand fell 24.1% over 12 measured months, from 1.9K to 1.4K in September 2026.
How are branded searches counted?
9 search terms
Brandwave collects information about searches that people make online using ADT’s and Armourguard’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.
ADT
6 branded search terms
- adt alarm monitoring
- adt home security
- adt security
- adt security guard
- adt security monitoring
- adt security system
Armourguard
3 branded search terms
- armourguard
- armourguard hamilton
- armourguard security
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