--- title: "EY vs PwC: Which is searched more in New Zealand?" description: "Is EY or PwC 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/ey-new-zealand-vs-pwc-new-zealand" publisher: "Brandwave" --- # EY vs PwC: Which is searched more in New Zealand? Is EY or PwC 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**: EY and PwC - **Competitive set**: Tax advisory brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **EY Share of Search**: 30.8% - **PwC Share of Search**: 50% ## Is EY or PwC more popular in search? - In September 2026, PwC had more branded searches than EY among tax advisory brands in New Zealand. PwC had about 2,580 branded searches, while EY had 1,590. PwC made up 50% of all tax advisory brand searches we track, and EY accounted for 30.8%. - The lead changed hands 2 times in the 12 months ending September 2026: EY took it in November 2025, PwC took it in August 2026. - Across the 12 months ending September 2026, EY’s share of searches among tax advisory brands in New Zealand moved from 35.7% to 30.8%, and its estimated monthly branded searches moved from 1.4K to 1.6K. - Across the 12 months ending September 2026, PwC’s share of searches among tax advisory brands in New Zealand moved from 38% to 50%, and its estimated monthly branded searches moved from 1.5K to 2.6K. ## Top tax advisory brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, PwC was mentioned in three out of five: in two of the three ChatGPT answers and in one of the 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. PwC was listed before EY in two out of three answers. 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, PwC gained share of searches among tax advisory brands in New Zealand, from 43.2% to 50%. - In September 2026, EY lost share of searches among tax advisory brands in New Zealand, from 32.3% to 30.8%. ## Month by month | Month | EY estimated searches | EY Share of Search | EY rank | PwC estimated searches | PwC Share of Search | PwC rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.4K | 35.7% | 2 | 1.5K | 38% | 1 | | Nov 2025 | 1.6K | 37.4% | 1 | 1.5K | 35.8% | 2 | | Dec 2025 | 1.1K | 36.3% | 1 | 1.1K | 36.3% | 2 | | Jan 2026 | 1.3K | 38.6% | 1 | 1.2K | 36.1% | 2 | | Feb 2026 | 1.7K | 39.8% | 1 | 1.6K | 37.7% | 2 | | Mar 2026 | 3.3K | 46.8% | 1 | 2.1K | 30.7% | 2 | | Apr 2026 | 1.6K | 43.2% | 1 | 1.3K | 33.9% | 2 | | May 2026 | 1.7K | 43.8% | 1 | 1.3K | 32.4% | 2 | | Jun 2026 | 1.7K | 43.4% | 1 | 1.3K | 31.9% | 2 | | Jul 2026 | 1.6K | 42.7% | 1 | 1.3K | 32.9% | 2 | | Aug 2026 | 1.6K | 32.3% | 2 | 2.1K | 43.2% | 1 | | Sep 2026 | 1.6K | 30.8% | 2 | 2.6K | 50% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using EY’s and PwC’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**: Measured on the 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” and “EY Wellington”, summed into one figure. - **PwC**: Measured on the search terms “PwC Canterbury”, “PwC Hamilton”, “PwC New Zealand”, “PwC Tauranga” and “PwC Waikato”, summed into one figure. - [EY profile](/demand/nz/brands/ey-new-zealand) - [PwC profile](/demand/nz/brands/pwc-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 EY or PwC more popular in search? In September 2026, PwC had more branded searches than EY among tax advisory brands in New Zealand. PwC had about 2,580 branded searches, while EY had 1,590. PwC made up 50% of all tax advisory brand searches we track, and EY accounted for 30.8%. ## Cite this page Brandwave. "EY vs PwC: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/categories/nz-tax-advisory-brands/compare/ey-new-zealand-vs-pwc-new-zealand This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-tax-advisory-brands/compare/ey-new-zealand-vs-pwc-new-zealand. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.