ADT vs Red Badge:Which is more popular?
In September 2026, Red Badge had more branded searches than ADT among security companies in New Zealand. Red Badge had about 1,300 branded searches, while ADT had 500. Red Badge made up 20% 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 Red Badge each appeared in two of the four answers. Red Badge was mentioned before ADT in every answer that named either.
Who do people search for more?
Red Badge, 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?
Red Badge, 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 and Red Badge were each mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Red Badge 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 Red Badge more popular in search?
This chart shows how often people search Google for ADT and Red Badge 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 Red Badge, 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 Red Badge comparison changed over the last 12 months?
3 findings
- Red Badge 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, Red Badge’s share of searches among security companies in New Zealand moved from 18.1% to 20%, and its estimated monthly branded searches held steady at 1.3K.
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%.
Red Badge’s share of searches among security companies in New Zealand has gained ground for 3 months in a row, from 15.8% to 20% in September 2026.
How are branded searches counted?
7 search terms
Brandwave collects information about searches that people make online using ADT’s and Red Badge’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.
Other head-to-heads among security companies
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