Latana vs YouGov:Which is more popular by branded search in New Zealand?
In August 2026, YouGov had more branded searches than Latana among brand tracking platforms in New Zealand. YouGov was estimated to have 150 branded searches compared to Latana’s 50, and held a 10.9% Share of Search versus Latana’s 3.6%.
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Which is more popular in search, Latana or YouGov?
Compare the brand tracking and brand health platforms New Zealand marketers measure awareness with. 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 YouGov, Latana. The figures are in the table below the chart.
View monthly share of search table
| Month | Kantar | Brandwatch | YouGov | Tracksuit | Latana |
|---|---|---|---|---|---|
| Oct 2025 | 61.7% | 12.8% | 17.3% | 6.8% | 1.5% |
| Nov 2025 | 56.5% | 13.8% | 11.6% | 13.8% | 4.3% |
| Dec 2025 | 57% | 14% | 17.4% | 9.3% | 2.3% |
| Jan 2026 | 55% | 13.5% | 19.8% | 8.1% | 3.6% |
| Feb 2026 | 59.2% | 12.3% | 16.9% | 6.2% | 5.4% |
| Mar 2026 | 56.6% | 13.2% | 17.1% | 9.3% | 3.9% |
| Apr 2026 | 56.4% | 15.5% | 13.6% | 10.9% | 3.6% |
| May 2026 | 72.7% | 9.1% | 11.5% | 4.2% | 2.4% |
| Jun 2026 | 71.4% | 9.3% | 9.9% | 7.5% | 1.9% |
| Jul 2026 | 66% | 9.5% | 12.9% | 9.5% | 2% |
| Aug 2026 | 58% | 17.4% | 10.9% | 10.1% | 3.6% |
| Sep 2026 | — | — | — | — | — |
How has the Latana and YouGov comparison changed over the last 12 months?
3 findings
- YouGov was ahead of Latana in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Latana’s estimated Share of Search among brand tracking platforms in New Zealand moved from 1.5% to 3.6%, and its estimated monthly branded searches moved from 20 to 50.
- 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?
3 changes
In August 2026, Brandwatch overtook YouGov to rank 2nd among brand tracking platforms in New Zealand, at 17.4%.
In August 2026, Latana gained estimated Share of Search among brand tracking platforms in New Zealand, from 2% to 3.6%.
In August 2026, YouGov lost estimated Share of Search among brand tracking platforms in New Zealand, from 12.9% to 10.9%.
How each brand is measured
Brandwave collects information about searches that people make online using Latana’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.
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.