Kantar vs Nielsen:Which is more popular by branded search in New Zealand?
In August 2026, Kantar had more branded searches than Nielsen among market research companies in New Zealand. Kantar was estimated to have 800 branded searches compared to Nielsen’s 140, and held a 19.8% Share of Search versus Nielsen’s 3.5%.
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Which is more popular in search, Kantar or Nielsen?
Compare the market research and insights companies New Zealand brands commission. 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.
Share of Search by month for Kantar, Nielsen. The figures are in the table below the chart.
View monthly share of search table
| Month | Ipsos | Kantar | Verian | Talbot Mills | Nielsen | Horizon Research | Research First |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 47.1% | 25.4% | 13.6% | 4% | 5.3% | 3.1% | 1.5% |
| Nov 2025 | 60.4% | 21.1% | 6.8% | 3% | 3.5% | 4.1% | 1.1% |
| Dec 2025 | 55.1% | 18.6% | 13.7% | 2.7% | 4.2% | 3.8% | 1.9% |
| Jan 2026 | 53.5% | 20.3% | 8% | 2% | 4% | 1.7% | 10.6% |
| Feb 2026 | 55.9% | 24.4% | 7.9% | 2.2% | 6% | 1.9% | 1.6% |
| Mar 2026 | 63.4% | 18.6% | 5.3% | 4.8% | 5.1% | 1.8% | 1% |
| Apr 2026 | 57.5% | 16.8% | 13% | 6% | 4.3% | 1.4% | 1.1% |
| May 2026 | 53.6% | 24.1% | 10.4% | 5.6% | 4.2% | 1% | 1% |
| Jun 2026 | 58% | 25.6% | 6.9% | 4.4% | 2.9% | 1.1% | 1.1% |
| Jul 2026 | 60.7% | 24.3% | 4.5% | 4% | 4.3% | 1% | 1.3% |
| Aug 2026 | 64% | 19.8% | 5.7% | 4.7% | 3.5% | 1.2% | 1.2% |
| Sep 2026 | — | — | — | — | — | — | — |
How has the Kantar and Nielsen comparison changed over the last 12 months?
3 findings
- Kantar was ahead of Nielsen in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Kantar’s estimated Share of Search among market research companies in New Zealand moved from 25.4% to 19.8%, and its estimated monthly branded searches moved from 820 to 800.
- Across the 11 months ending August 2026, Nielsen’s estimated Share of Search among market research companies in New Zealand moved from 5.3% to 3.5%, and its estimated monthly branded searches moved from 170 to 140.
How did search popularity change for New Zealand market research companies in August 2026?
3 changes
In August 2026, Talbot Mills overtook Nielsen to rank 4th among market research companies in New Zealand, at 4.7%.
In August 2026, Kantar lost estimated Share of Search among market research companies in New Zealand, from 24.3% to 19.8%.
In August 2026, Nielsen lost estimated Share of Search among market research companies in New Zealand, from 4.3% to 3.5%.
How each brand is measured
Brandwave collects information about searches that people make online using Kantar’s and Nielsen’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.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.