--- title: "BDO vs Deloitte: Which is searched more in New Zealand?" description: "Is BDO or Deloitte more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Tax advisory brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/categories/nz-tax-advisory-brands/compare/bdo-new-zealand-vs-deloitte-new-zealand" publisher: "Brandwave" --- # BDO vs Deloitte: Which is searched more in New Zealand? Is BDO or Deloitte more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Tax advisory brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: BDO and Deloitte - **Competitive set**: Tax advisory brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **BDO Share of Search**: 3.9% - **Deloitte Share of Search**: 13.2% ## Is BDO or Deloitte more popular in search? - In September 2026, Deloitte had more branded searches than BDO among tax advisory brands in New Zealand. Deloitte had about 680 branded searches, while BDO had 200. Deloitte made up 13.2% of all tax advisory brand searches we track, and BDO accounted for 3.9%. - Deloitte was ahead of BDO in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, BDO’s share of searches among tax advisory brands in New Zealand moved from 6.3% to 3.9%, and its estimated monthly branded searches moved from 250 to 200. - Across the 12 months ending September 2026, Deloitte’s share of searches among tax advisory brands in New Zealand moved from 17.7% to 13.2%, and its estimated monthly branded searches moved from 700 to 680. ## 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. BDO was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Deloitte was listed before BDO in every answer. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Deloitte | 1st | 2 of 3 | 1 of 2 | 3 of 5 | | PwC | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | EY | 3rd | 1 of 3 | 1 of 2 | 2 of 5 | | KPMG | 4th | 3 of 3 | 1 of 2 | 4 of 5 | | BDO | 5th | 1 of 3 | 0 of 2 | 1 of 5 | ## Every AI answer about tax advisory brands - Asked ChatGPT "Which tax advisory brand should I hire in New Zealand?": 1. KPMG - Asked ChatGPT "What are the best tax advisory brands in New Zealand?": 1. Deloitte, 2. PwC, 3. EY, 4. KPMG, 5. BDO - Asked ChatGPT "What's the best tax advisory brand in New Zealand for tax advice?": 1. Deloitte, 2. PwC, 3. KPMG - Searched Google, AI Overview "best tax advisor": 1. Deloitte, 2. EY, 3. KPMG, 4. PwC - Searched Google, AI Overview "business tax advice": named none of the brands we track Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand tax advisory brands in September 2026? - In September 2026, Deloitte lost share of searches among tax advisory brands in New Zealand, from 16% to 13.2%. - In September 2026, BDO lost share of searches among tax advisory brands in New Zealand, from 5.7% to 3.9%. ## Month by month | Month | BDO estimated searches | BDO Share of Search | BDO rank | Deloitte estimated searches | Deloitte Share of Search | Deloitte rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 250 | 6.3% | 4 | 700 | 17.7% | 3 | | Nov 2025 | 310 | 7.3% | 4 | 720 | 16.9% | 3 | | Dec 2025 | 200 | 6.3% | 4 | 600 | 18.9% | 3 | | Jan 2026 | 200 | 6% | 4 | 570 | 17.2% | 3 | | Feb 2026 | 200 | 4.7% | 4 | 660 | 15.3% | 3 | | Mar 2026 | 380 | 5.4% | 4 | 990 | 14.1% | 3 | | Apr 2026 | 200 | 5.3% | 4 | 570 | 15.2% | 3 | | May 2026 | 220 | 5.7% | 4 | 610 | 15.8% | 3 | | Jun 2026 | 200 | 5.1% | 4 | 630 | 16.1% | 3 | | Jul 2026 | 220 | 5.7% | 4 | 610 | 15.8% | 3 | | Aug 2026 | 280 | 5.7% | 4 | 790 | 16% | 3 | | Sep 2026 | 200 | 3.9% | 4 | 680 | 13.2% | 3 | ## How each brand is measured Brandwave collects information about searches that people make online using BDO’s and Deloitte’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. - **BDO**: Measured on the search terms “bdo accountants” and “BDO New Zealand”, summed into one figure. - **Deloitte**: Measured on the search terms “Deloitte Dunedin”, “Deloitte Hamilton”, “Deloitte New Zealand” and “Deloitte Tauranga”, summed into one figure. - [BDO profile](/demand/nz/brands/bdo-new-zealand) - [Deloitte profile](/demand/nz/brands/deloitte-new-zealand) - [All tax advisory brands in New Zealand](/demand/nz/categories/nz-tax-advisory-brands): The set both shares are measured inside, 5 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is BDO or Deloitte more popular in search? In September 2026, Deloitte had more branded searches than BDO among tax advisory brands in New Zealand. Deloitte had about 680 branded searches, while BDO had 200. Deloitte made up 13.2% of all tax advisory brand searches we track, and BDO accounted for 3.9%. ## Cite this page Brandwave. "BDO vs Deloitte: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/categories/nz-tax-advisory-brands/compare/bdo-new-zealand-vs-deloitte-new-zealand This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-tax-advisory-brands/compare/bdo-new-zealand-vs-deloitte-new-zealand. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.