--- title: "Kantar vs YouGov: Which is more popular by branded search in New Zealand?" description: "Which is more popular in search, Kantar or YouGov? 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-yougov" publisher: "Brandwave" --- # Kantar vs YouGov: Which is more popular by branded search in New Zealand? Which is more popular in search, Kantar or YouGov? 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 YouGov - **Competitive set**: Brand tracking platforms - **Market**: New Zealand - **Month measured**: Aug 2026 - **Kantar Share of Search**: 58% - **YouGov Share of Search**: 10.9% ## Which is more popular in search, Kantar or YouGov? - In August 2026, Kantar had more branded searches than YouGov among brand tracking platforms in New Zealand. Kantar was estimated to have 800 branded searches compared to YouGov’s 150, and held a 58% Share of Search versus YouGov’s 10.9%. - Kantar was ahead of YouGov 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 brand tracking platforms in New Zealand moved from 61.7% to 58%, and its estimated monthly branded searches moved from 820 to 800. - Across the 11 months ending August 2026, YouGov’s estimated Share of Search among brand tracking platforms in New Zealand moved from 17.3% to 10.9%, and its estimated monthly branded searches moved from 230 to 150. ## How did search popularity change for New Zealand brand tracking platforms in August 2026? - In August 2026, Brandwatch overtook YouGov to rank 2nd among brand tracking platforms in New Zealand, at 17.4%. - In August 2026, Kantar lost estimated Share of Search among brand tracking platforms in New Zealand, from 66% to 58%. - In August 2026, YouGov lost estimated Share of Search among brand tracking platforms in New Zealand, from 12.9% to 10.9%. ## Month by month | Month | Kantar estimated searches | Kantar Share of Search | Kantar rank | YouGov estimated searches | YouGov Share of Search | YouGov rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 820 | 61.7% | 1 | 230 | 17.3% | 2 | | Nov 2025 | 780 | 56.5% | 1 | 160 | 11.6% | 4 | | Dec 2025 | 490 | 57% | 1 | 150 | 17.4% | 2 | | Jan 2026 | 610 | 55% | 1 | 220 | 19.8% | 2 | | Feb 2026 | 770 | 59.2% | 1 | 220 | 16.9% | 2 | | Mar 2026 | 730 | 56.6% | 1 | 220 | 17.1% | 2 | | Apr 2026 | 620 | 56.4% | 1 | 150 | 13.6% | 3 | | May 2026 | 1.2K | 72.7% | 1 | 190 | 11.5% | 2 | | Jun 2026 | 1.1K | 71.4% | 1 | 160 | 9.9% | 2 | | Jul 2026 | 970 | 66% | 1 | 190 | 12.9% | 2 | | Aug 2026 | 800 | 58% | 1 | 150 | 10.9% | 3 | | Sep 2026 | — | — | — | — | — | — | ## How each brand is measured Brandwave collects information about searches that people make online using Kantar’s and YouGov’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”, “kantar com”, “kantar consumer research”, “kantar market research”, “kantar near me”, “kantar new zealand”, “kantar nz”, “kantar research” and “kantar survey”, summed into one figure. - **YouGov**: Measured on the search terms “yougov”, “yougov brand tracking” and “yougov nz”, summed into one figure. - [Kantar profile](/demand/nz/brands/kantar) - [YouGov profile](/demand/nz/brands/yougov) - [All brand tracking platforms in New Zealand](/demand/nz/categories/nz-brand-tracking-platforms): The set both shares are measured inside, 5 brands. ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which is more popular in search, Kantar or YouGov? In August 2026, Kantar had more branded searches than YouGov among brand tracking platforms in New Zealand. Kantar was estimated to have 800 branded searches compared to YouGov’s 150, and held a 58% Share of Search versus YouGov’s 10.9%. ## Cite this page Brandwave. "Kantar vs YouGov: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/kantar-vs-yougov This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/kantar-vs-yougov. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.