Brandwave

American Express vs TSB:Which is more popular?

In September 2026, American Express had more branded searches than TSB among credit card providers in New Zealand. American Express had about 26,500 branded searches, while TSB had 390. American Express made up 22.9% of all credit card provider searches we track, and TSB accounted for 0.34%. When we asked ChatGPT and Google AI Overviews about credit card providers, American Express appeared in all five answers and TSB in four. American Express was mentioned before TSB in three out of five answers.

Among credit card providers in New Zealand in September 2026

Who do people search for more?

American Express, about 68 searches for every 1 for TSB

American Express 26.5K searchesTSB 390 searches

Who does AI mention more?

American Express, mentioned in every answer we collected

American Express in 5 of 5TSB in 4 of 5

Who does AI recommend more?

American Express, named ahead of TSB in 3 of 5 answers

American Express first in 3TSB first in 2

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Top credit card providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, American Express appeared in all five answers. TSB was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. American Express was listed before TSB in three out of five answers.

Most recommended by AI

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

  1. American Express1st
  2. TSB2nd
  3. ASB3rd
  4. ANZ4th
  5. Westpac5th
  6. BNZ6th
  7. Kiwibank7th
  8. Gem by Latitude–
  9. Q Mastercard–
  10. Farmers Mastercard–

Mentioned by AI

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

  • American Express5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ANZ5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ASB5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Westpac4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • TSB4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • BNZ2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kiwibank2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gem by Latitude0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Q Mastercard0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Farmers Mastercard0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about credit card providers

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 19, 2026.

Is American Express or TSB more popular in search?

This chart shows how often people search Google for American Express and TSB by name. Each line represents a brand's share of searches for all ten credit card providers we track, month by month, from searches in New Zealand.

American Express and TSB among credit card providers in New Zealand, by month

Share of searches by month for American Express, TSB. The figures are in the table below the chart.

View monthly share of searches table
MonthGem by LatitudeAmerican ExpressQ MastercardANZASBFarmers MastercardWestpacBNZKiwibankTSB
Oct 202541%22.9%20.7%3.7%3%2.7%2.4%2%1.3%0.4%
Nov 202541.4%22.2%22.2%2.9%2.4%3.3%2%2%1.3%0.39%
Dec 202546.5%20.6%20.2%2.6%2.2%3.2%1.7%1.7%0.91%0.29%
Jan 202642.1%23.1%20.4%3.6%2.4%3%2%2%1.1%0.48%
Feb 202641.7%22.5%21.9%3.6%2.4%2.9%1.9%1.9%0.99%0.39%
Mar 202643.2%23.6%19.2%3.1%2.5%2.8%2.1%2.1%1.1%0.34%
Apr 202642.5%21.5%21.2%3.4%2.8%3.1%1.8%2.3%0.96%0.37%
May 202642.8%22.1%20.1%3.3%2.6%3.2%2.2%2.2%1.2%0.44%
Jun 202642.4%21.8%21.7%3.1%2.5%3.2%2.1%1.7%1.1%0.34%
Jul 202640.5%26.8%18.8%3.3%2.2%3%2.2%1.8%0.93%0.36%
Aug 202641.7%26%18.4%3.3%2.6%2.9%2.2%1.7%0.9%0.35%
Sep 202642.3%22.9%19.7%3.8%2.5%2.5%2.5%2.1%1.4%0.34%

How has the American Express and TSB comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand credit card providers in September 2026?

2 changes

  1. In September 2026, American Express lost share of searches among credit card providers in New Zealand, from 26% to 22.9%.

  2. Estimated monthly branded searches for TSB in New Zealand fell 18.8% over 12 measured months, from 480 to 390 in September 2026.

How are branded searches counted?

15 search terms

Brandwave collects information about searches that people make online using American Express’ and TSB’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.

American Express

14 branded search terms

  • american express
  • american express apply
  • american express card
  • american express cc
  • american express platinum
  • americanexpress
  • americanexpress apply
  • americanexpress card
  • amex
  • amex card
  • amex credit card
  • amex platinum
  • amex platinum card
  • the amex stadium

TSB

1 branded search term

  • tsb credit card

How the Brand Demand Index is measured

Other head-to-heads among credit card providers

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