---
title: "Latana vs YouGov: Which is more popular by branded search in New Zealand?"
description: "Which is more popular in search, Latana 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/latana-vs-yougov"
publisher: "Brandwave"
---

# Latana vs YouGov: Which is more popular by branded search in New Zealand?

Which is more popular in search, Latana 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**: Latana and YouGov
- **Competitive set**: Brand tracking platforms
- **Market**: New Zealand
- **Month measured**: Aug 2026
- **Latana Share of Search**: 3.6%
- **YouGov Share of Search**: 10.9%

## Which is more popular in search, Latana or YouGov?

- 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%.
- 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?

- 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%.

## Month by month

| Month | Latana estimated searches | Latana Share of Search | Latana rank | YouGov estimated searches | YouGov Share of Search | YouGov rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 20 | 1.5% | 5 | 230 | 17.3% | 2 |
| Nov 2025 | 60 | 4.3% | 5 | 160 | 11.6% | 4 |
| Dec 2025 | 20 | 2.3% | 5 | 150 | 17.4% | 2 |
| Jan 2026 | 40 | 3.6% | 5 | 220 | 19.8% | 2 |
| Feb 2026 | 70 | 5.4% | 5 | 220 | 16.9% | 2 |
| Mar 2026 | 50 | 3.9% | 5 | 220 | 17.1% | 2 |
| Apr 2026 | 40 | 3.6% | 5 | 150 | 13.6% | 3 |
| May 2026 | 40 | 2.4% | 5 | 190 | 11.5% | 2 |
| Jun 2026 | 30 | 1.9% | 5 | 160 | 9.9% | 2 |
| Jul 2026 | 30 | 2% | 5 | 190 | 12.9% | 2 |
| Aug 2026 | 50 | 3.6% | 5 | 150 | 10.9% | 3 |
| Sep 2026 | — | — | — | — | — | — |

## 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.

- **Latana**: Measured on the search terms “latana”, “latana brand tracking” and “latana near me”, summed into one figure.
- **YouGov**: Measured on the search terms “yougov”, “yougov brand tracking” and “yougov nz”, summed into one figure.

- [Latana profile](/demand/nz/brands/latana)
- [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, Latana or YouGov?

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%.

## Cite this page

Brandwave. "Latana vs YouGov: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/latana-vs-yougov

This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/latana-vs-yougov. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.