--- title: "Kantar vs TRA: Which is searched more in New Zealand?" description: "Is Kantar or TRA more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Brand tracking platforms 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/compare/kantar-vs-tra-insights" publisher: "Brandwave" --- # Kantar vs TRA: Which is searched more in New Zealand? Is Kantar or TRA more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Brand tracking platforms 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**: Kantar and TRA - **Competitive set**: Brand tracking platforms - **Market**: New Zealand - **Month measured**: Sep 2026 - **Kantar Share of Search**: 17% - **TRA Share of Search**: 0.35% ## Is Kantar or TRA more popular in search? - In September 2026, Kantar had more branded searches than TRA among brand tracking platforms in New Zealand. Kantar had about 480 branded searches, while TRA had 10. Kantar made up 17% of all brand tracking platform searches we track, and TRA accounted for 0.35%. - Kantar was ahead of TRA in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Kantar’s share of searches among brand tracking platforms in New Zealand moved from 12.4% to 17%, and its estimated monthly branded searches moved from 410 to 480. - Across the 12 months ending September 2026, TRA’s share of searches among brand tracking platforms in New Zealand moved from 0.91% to 0.35%, and its estimated monthly branded searches moved from 30 to 10. ## Top brand tracking platforms in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Kantar and TRA were each mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Kantar was listed before TRA in every answer that named either. 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 | | --- | --- | --- | --- | --- | | Tracksuit | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Kantar | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | YouGov | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Brandwatch | 4th | 1 of 3 | 2 of 2 | 3 of 5 | | TRA | 5th | 3 of 3 | 0 of 2 | 3 of 5 | | Qualtrics | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | Latana | 7th | 0 of 3 | 1 of 2 | 1 of 5 | ## Every AI answer about brand tracking platforms - Asked ChatGPT "Which brand tracking platform should I use in New Zealand?": 1. Tracksuit, 2. Kantar, 3. TRA - Asked ChatGPT "What are the best brand tracking platforms in New Zealand?": 1. Tracksuit, 2. Kantar, 3. YouGov, 4. Brandwatch, 5. TRA, 6. Qualtrics - Asked ChatGPT "What's the best brand tracking platform in New Zealand for brand awareness?": 1. Tracksuit, 2. Kantar, 3. TRA, 4. YouGov - Searched Google, AI Overview "brand tracking software": 1. Tracksuit, 2. YouGov, 3. Qualtrics, 4. Latana, 5. Brandwatch - Searched Google, AI Overview "brand awareness tool": 1. Brandwatch, 2. Tracksuit Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 20, 2026. ## How did search popularity change for New Zealand brand tracking platforms in September 2026? - In September 2026, Kantar gained share of searches among brand tracking platforms in New Zealand, from 11.9% to 17%. - Estimated monthly branded searches for TRA in New Zealand fell 66.7% over 12 measured months, from 30 to 10 in September 2026. ## Month by month | Month | Kantar estimated searches | Kantar Share of Search | Kantar rank | TRA estimated searches | TRA Share of Search | TRA rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 410 | 12.4% | 2 | 30 | 0.91% | 6 | | Nov 2025 | 330 | 13.1% | 2 | 10 | 0.4% | 7 | | Dec 2025 | 220 | 15.1% | 2 | 10 | 0.68% | 7 | | Jan 2026 | 220 | 12.9% | 2 | 10 | 0.59% | 7 | | Feb 2026 | 270 | 12.9% | 2 | 20 | 0.95% | 7 | | Mar 2026 | 340 | 10.4% | 2 | 10 | 0.31% | 7 | | Apr 2026 | 270 | 10.3% | 2 | 10 | 0.38% | 7 | | May 2026 | 600 | 17.4% | 2 | 20 | 0.58% | 7 | | Jun 2026 | 600 | 20.3% | 2 | 20 | 0.68% | 7 | | Jul 2026 | 480 | 16.7% | 2 | 10 | 0.35% | 7 | | Aug 2026 | 400 | 11.9% | 2 | 10 | 0.3% | 7 | | Sep 2026 | 480 | 17% | 2 | 10 | 0.35% | 7 | ## How each brand is measured Brandwave collects information about searches that people make online using Kantar’s and TRA’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. - **Kantar**: Measured on the search terms “kantar”, “kantar brand health”, “kantar brand tracking” and “kantar consumer research”, summed into one figure. - **TRA**: Measured on the search term “tra research”. - [Kantar profile](/demand/nz/brands/kantar) - [TRA profile](/demand/nz/brands/tra-insights) - [All brand tracking platforms in New Zealand](/demand/nz/categories/nz-brand-tracking-platforms): The set both shares are measured inside, 7 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 Kantar or TRA more popular in search? In September 2026, Kantar had more branded searches than TRA among brand tracking platforms in New Zealand. Kantar had about 480 branded searches, while TRA had 10. Kantar made up 17% of all brand tracking platform searches we track, and TRA accounted for 0.35%. ## Cite this page Brandwave. "Kantar vs TRA: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/kantar-vs-tra-insights This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/kantar-vs-tra-insights. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.